Itaú is a people-oriented bank whose purpose is to relieve its clients from the stress of financial issues. This is our permanent brief: how can we simplify people's finance, to make their life easier? Therefore, in 2019 Itaú returned the monthly inflation to its clients, and in 2020 delivered the pension to retirees isolated by the pandemic. In this case, we focused in the UX: while the category is kept behind in improving the user experience on their platforms such as home banking apps, users are increasingly digitized, exposed to innovative apps like digital wallets or health trackers, which are far better from the experience they have with banks. So, we needed to improve the digital experience when operating with Itaú, making it an easier and more organic relationship.

Our objectives were 450.000 opened accounts, increase our awareness nationwide, and our position as an innovative bank different from the rest.

Based on the data that 95.2% of Argentines use WhatsApp, we created CuentaChat, a bank account that is easily opened and operated from WhatsApp, so people don't need to download an app, or learn a new platform. We turned it into the main platform for banking operations, offering something new in the category and totally transforming the UX of our customers. Under the concept "A chat away from everything", we created 3 spots showing the most typical conversations on WhatsApp groups created to make a financial plan, like gather the money for a barbacue, to buy a grandmother a family present, or to share a promotion with friends. These are always complicated conversations. In this way, we introduced CuentaChat as "a chat without the common chat complications".

We started by listening to people. Our Target audience are unbanked people 25-40 YO who want to open a bank account, and users of other banks or financial applications. They told us that often do not have space on their cell phones to install a new app, do not understand how home banking is used, and have superior UX in apps they use daily such as digital wallets or delivery apps. WhatsApp is a tool that everyone knows and uses on a daily basis, which is why we decided to bring the bank to where our customers are all day. With CuentaChat they don't need to go to the physical branch, they don't need to download the space on the cell phone.

The campaign appeared nationwide in TV, Radio, Outdoor, Social media & influencers. A first shot with all media lasted 3 months, and then the product was communicated on Itaú's own channels such as Facebook, Instagram, Twitter and Website. The main focus of the campaign are digital formats to impact our audience on mobile.

Digital campaign:

Impressions: 130MM

Views: 26,9MM

Clicks: 156M

1M opened accounts during 2021. This means 2 accounts opened per minute.

40% of these were clients from provinces where Itaú has no subsidiary.

Increase on brand atributes:

+31 points in "it is an innovative brand"

+15 points in "it is a digital bank"

+17 points in "it is a bank different from the others"

PR: 63 press coverage generating $8.817.482 of earned media.