Itaú Bank wanted to enhance its historical perception of being a bank that invests in and values the Brazilian culture. Instead of simply sponsoring cultural shows and events, Itaú created a proprietary platform: Itaúbrasil.The platform’s objective is to pick an annual theme capable of adding value to Brazil’s best things. In its first edition, Itaúbrasil celebrated one of the biggest icons of Brazilian Culture and world music: the 50th Anniversary of Bossa Nova. A series of events featuring some of the top Bossa Nova talents, a new generation of musicians plus a mega-exhibition telling the history of Bossa Nova.

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.

• Itaúbrasil was the most successful cultural action of the year in Brazil.• The spontaneous media generated exceeded all expectations.• USD$4,691,015.65 was invested in conventional media.• USD$27,109,566.50 was generated in spontaneous media in print, on TV and online.