The broadcast made for you
Itau´ Bank
Issue 30 | March 2014
Agency
DDB Brasil
Creative Team
Executive Creative Director Marco Versolato Creative Directors Luciano Lincoln Wilson Mateos Art Director Rodrigo Mendes Copywriters Caio Mattoso Marcelo Pascoa Ricardo Salgado Co-Creation Gabriel Carrera
Production Team
Production Zeeg2
Other Credits
Media VP Monica De Caravalho General Media Director Alessandra Gambuzzi Media Director Renata De Lena Media Supervisor Jodson Ferreira General Account Director Andrei Croisfelt Account Director Patricia Vieira Account Supervisor Guilherme Bernardes Clients Eduardo Tracanella Julliana Cury Rafael
Date
March to November 2013
Background
Brazilians are crazy about soccer and passionate supporters of their teams. For broadcasters, this has always meant they must show complete impartiality when reporting on big games.
Extending its "Made for You" campaign, Itau´ Bank saw they could demonstrate to their customers that they understood them and shared their passions. Adapting the radio commentaries of the big football matches seemed a good opportunity to do this.
Idea
Partnering with Ra´dio Estada~o, Itau´ Bank sponsored two different broadcasts on two different stations.
The idea premiered with the match between Sa~o Paulo and Atle´tico, when the two simultaneous broadcasts went out. On one station, the commentator was extravagantly biased towards Sa~o Paulo, on the other the commentator was rooting for Atle´tico. Depending on their loyalties, listeners could tune in to the station that shared their point of view.
Competitive bloggers were also hired to commentate on the game live.
Press and radio ads promoted the idea.
Itau´ Bank was able to maintain complete impartiality while demonstrating to its customers it shared their passions.
Results
What began as a one-off campaign led to such demand for this kind of supporter-based broadcasting that Itau´ extended the service across the football season, changing forever how Brazilians listen to football.
During the Sa~o Paulo v. Atle´tico game, the radio ratings were 60% higher than all other radio stations. On the internet, the chat was 97% positive.
Our Thoughts
Why shouldn’t banks set out to entertain? If Itau´ Bank were able to extend the “Made for You” thought across into Brazilians overwhelming love of football, then it’s not beyond reason they would be better liked for it. And these days there is real value to be had in being liked.
Flipping the idea of impartiality on its head and providing broadcasts of equally dedicated prejudice was so inspired it seems to have changed forever the way football is followed.