ITAU BANK - COLLEGE STUDENTS

Young bank!
Two words that never quite fit together in the same sentence. The problem is that the young man and the bank are like that annoying, far away, irritating aunt who always tells the same stories. Itaú was the same thing. Our challenge was to break down this barrier and create a real dialogue with young people. And that wouldn't be easy. So, that's where we saw an opportunity. Upon entering a university, young people move from a life of few responsibilities to an expanded life, with possible dreams, their own money, with the desire to do things the way they want.
Now it was just a matter of fitting Itaú into this new phase of the young man's life. The strategy was to use the bank's consultative DNA to bring financial education to this audience, making them better control their money, but not to save money, or to guarantee a peaceful future. At first, Itaú would help young people to spend their money well, leaving saving and investing for later. But how to do this?
We turned the boring aunt into 3 young people, so that they could identify themselves as “the masters of money”.
We created Mathias, a relaxed geek, Bia a controlled girl and Kadu, a guy who likes to have everything planned.
But who would turn these young people into “money masters”?
That's where Gustavo Cerbasi comes in, economist writer of several bestsellers and most importantly, known for talking about money very easily before the releases of the masters, we made three virals that worked as a kind of teaser.
Mathias, decided to project an entire comic book on the walls of buildings, Bia, created a participatory art installation and placed it in the middle of a public square. Kadú, on the other hand, had the idea of putting his organizational skills in favor of people and turning it into a business. The actions drew the attention of blogs from each of them, resulting in a great repercussion on social networks.
For the launch, we created 3 short films with exclusive exhibition on Youtube and in cinemas. They presented challenges for each of them and everything converged on the Itaú Universitários fanpage. Where we also published 18 cast videos of Cerbasi giving financial lessons in clear language and with the face of young people. But none of this would help if the Itaú Universitários website continued to look like a bank.
So we created a modular structure in the form of Widgets, already thinking about transforming at the same speed as young people. All very colorful, all very clear and integrated in social networks. Quite different from what anyone would expect from a banking website. The more complicated contents were presented through videos and simulators. A language that every young person takes literally.
Meanwhile, we have an online campaign with characters made from special pieces, games and formats, which once again spoke the language of young people. At the same time, Cerbasi also gave numerous lectures by several universities in the country. The results were impressive. With little money and a lot of creativity, we managed to make the Itaú Universitários fanpage the largest bank fanpage in the country, with 297% more fans than the second place. The click-through rates of campaign pieces reached percentages of up to 3.25%, when the market average is 0.12%. After 4 months of launch, the site already accumulates more than 2 million and 100 thousand, with a return rate of approximately 36%. In addition to achieving an 8% increase in university shopping openings compared to the same period last year. A very expressive percentage in mature markets such as banking. In addition to all these results, we achieved something very important.
Getting young people to finally connect with the bank.
Transforming young people into something even greater. Turning These Guys Into “Money Masters”