The financial industry in Brazil is extremely competitive. Today, Bradesco faces strong domestic competition. Itaú, the country's main private bank, features big global names in its communications, such as Lewis Hamilton, Ronaldo and Madonna. Nubank, the main fintech in Latin America, has grown its brand exponentially. Therefore, with each advertising campaign, our main objective is to get closer to end users, in addition to rejuvenating the market share of the Bradesco brand, a bank with more than 80 years of history. Furthermore, end-of-year campaigns always have emotional messages, with a strong appeal to engage and involve Brazilian consumers. Therefore, we needed to stand out from the strong competition and reach the audience directly, placing them at the center of the strategy in an inviting, close and authentic campaign.

The action started with the release of an unbranded song on streaming platforms. Next, we developed a template on CapCut, the TikTok video editor, where people created their own videos, using the song as their soundtrack. Alok invited his fan base to participate and share their videos using the hashtag #PrimeiroVemVocê. The invite generated a huge wave of engagement breaking the record as the biggest brand action in Latin America on the platform.

Brazilians love songs but hate advertising songs. We needed a song that would be a popular hit but highlighting the Bradesco brand in an organic and natural way. Focused on younger audiences, TikTok was the ideal platform for the campaign, as consumers on this social network already have the habit of creating their own versions of songs, voiceovers, among other memes. We just needed something deep and true—and a genius artist—to engage consumers and build our huge fan base for the brand.

We released an unbranded song on streaming platforms. Then, we developed a template on CapCut, the TikTok video editor, where people created and shared their own videos, using the song as their soundtrack and generating content for the bank. Alok, the 4th biggest DJ in the world, invited his fan base to participate, which led to a wave of engagement that broke the record of the biggest brand action in Latin America on the platform. What was meant to be a campaign, became a hit. Over 87,000 user-generated videos. 543 MM views (almost 3x more views than the second place). 3.4MM likes and comments. 90MM views in a single day.