In 2023, Brazil faced severe economic challenges. High default rates and limited credit access plagued individuals and businesses. Global instability compounded domestic woes, straining relations, and markets. High inflation persisted, eroding purchasing power. Notably, Brazilian banks refrained from extending credit, opting to focus on alternative financial products to navigate economic turbulence. These factors converged, creating a tough environment where financial institutions juggled stability and client relations amidst uncertainty.

During a month, there were more than 50 custom-made movies, all of them customized for each TV program, connecting the audience with the credit offers. With 15" of content, Santander was present in the main programs of drama, series, variety and sport in open TV, pay TV channels and on the Globoplay simulcast. Within intelligence of content distribution, we could customize messages according to genres and programs. For example, If was a sport show, we talked about credit and score. If was a humor show, we talked about credit in a light way. If the show was a soap opera, we showed credit without drama. The same CRM digital segmentation mindset now on television.

2023 was on track to reach a record number of delinquent or indebted individuals, totaling 66.1 million delinquents, meaning four out of every ten Brazilians. From this fact, the campaign is born with diverse offers covering both people and company profiles, with a wide range of options. Making it inevitable for the target audience to be broad, aiming to reach nationally: both genders and the demographic segment from 18 years old, without discrimination based on social class. With this direction, the trigger arises to explore TV, the only medium capable of reaching 91% of the Brazilian population in a single month. More than give credit, people needed to feel secure with the financial decision they are making. Therefore, the medium was crucial to bring credibility while the language needed to be simple and empathetic to the audience but also entertaining to catch their attention.

During a month, there were more than 50 custom-made movies, all of them customized for each TV program, connecting the audience with the credit offers. With 15" of content, Santander was present in the main programs of drama, series, variety, and sport in open TV, pay TV channels and on the Globoplay simulcast. Within intelligence of content distribution, we could customize messages according to genres and programs. For example, if was a sport show, we talked about credit and score. If was a humor show, we talked about credit in a light way. If the show was a soap opera, we showed credit without drama. The same CRM digital segmentation mindset now on television.

More than a creative format, the "Credit in Credits" campaign contributed to extraordinary results for the business, brand and also a success of media:

- Double of cards issued compared to the previous month;

- Double of Approved online cards compared to the previous month;

- 7.8 million visits on the landing page;

- 4x more interest in offers, compared to the previous campaign;

- 70 million Unique Viewers on Open TV;

- The Greatest historical visibility of the brand in 2023, and 2nd over the years (Brand Tracking among Clients and Non-Clients);

- Increase brand uplift in the three strategic attributes (Preference, Proximity and Brand Image among non-clients).

As a credit, the idea became a new media format on TV Globo's inventory, starting to be commercialized in 2024.