Cannes Lions
ITAU UNIBANCO, Sao Paulo / ITAU / 2012
Awards:
Overview
Entries
Credits
Execution
And to convince people of this, the idea was to take a back-door approach: for the first time in Brazil, we took an internet success to television. It went viral immediately on electronic media. Our effort was so successful that the clip became the most viewed online commercial in the history of Brazil.
Outcome
Result: more than 625,000 people changed their paper in for digital statements (remembering our goal was 300,000 people). And for the first time in the history of Itaú, the bank became the most liked and recognized brand in Brazilian television. More than 15,000,000 views on YouTube helped the message get out there (most watched branded piece in the history of YouTube in Brazil).
Similar Campaigns
12 items