ITAÚ BANK: VEJA 40 YEARS

The advert titled VEJA 40 YEARS was done by Africa advertising agency for ITAU BANKLINE (ITAU BANK company) in Brazil. It was released in the June 2009. Business sector is Investment, insurance & property development.

Credits:

• Type of Entry: Product & Service
  Category: Financial Products & Services
  Title: VEJA 40 YEARS
  Advertiser/Client: ITAÚ BANK
  Product/Service: BANK
  Entrant Company: AFRICA Sao Paulo, BRAZIL
  Advertising Agency: AFRICA Sao Paulo, BRAZIL
  Creative Credits
  Name Company Position
  Nizan Guanaes Africa President
  Luiz Fernando Vieira Africa Media VP
  Sergio Gordilho Africa Creative VP
  Marcio Santoro Africa Executive VP
  Zico Farina Africa Creative Director
  Paulo Coelho Africa Creative Director
  Fabio Freitas Africa Media Director
  Renata Brasil Africa Account Director
  Rodrigo Gandini Africa Media Director
  Cintia Hachiya Africa Account Director
  Antonio Jacinto Matias Itaú Bank Advertiser's VP
  Cristiane Magalhães Itaú Bank Advertiser's Director
  Maria Fernanda La Regina Itaú Bank Advertiser's Director
  Details
  Results and Effectiveness:
  The reaction of Itaú customers was incredibly positive. Spontaneous media was generated. New customers opened accounts with Itaú. The bank’s commitment with proximity was reaffirmed, as attested by these results: In relation to the tracking of corporate image measurements made in 2007*, there was: 18% increase in prestige 4% increase in top of mind 8% increase in uniqueness 7% increase in recommendation * Tracking of Corporate Image 2008
  Creative Execution:
  By cross-referencing Itaú’s database with that of Veja subscribers, we identified different profiles and created relevant messages for each.The cross-referencing generated almost 21 million different pieces of data.Profiles were identified and divided into 17 clusters: account holders, new account holders, credit card holders, employees, companies and non-customers, among others. By using this information, ads were created containing up to 8 variable text fields, with a total of 5.42 million customized fields. Each ad contained a message directed to the reader, thus delivering the promise of a bank that has a close relationship, “made for you”. Veja magazine – special 40th Anniversary edition with 1.2 million personalized ads.
  Insights, Strategy and the Idea:
  The main objective was to find a high-impact, comprehensive way to reaffirm the bank’s commitment of establishing close relationships, among both customers and non-customers. The target audience was all customers of the bank, regardless of their relationship with its products and services. In addition to customers, non-customers and employees were also among our targets. In order to address such a diverse audience, we chose the world’s third largest magazine – Veja. Through cross-referencing the publisher’s and Itaú’s databases, we managed to speak in a personalized manner with over 1.2 million readers. Itaú knows who I am, they know what kind of relationship I have with the bank and they demonstrated this through an ad containing my name and information about my relationship with the bank. It’s made for me, it’s close to me. For Itaú, the ability to address millions of people in a unique way. For the target, recognizing the brand that’s “made for me” in a tangible way.