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According to Statista, in 2022, the Mexican beer brand Corona (owned by Grupo Modelo brewery) topped the ranking of the most valuable Latin American brands, with a brand value of nearly 7.03 billion U.S. dollars.
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Among the top ten most valuable brands in Latin America, Mexico and Brazil each contribute four brands. Itaú, the bank, holds the position of the most valuable brand in the South American country and the second most valuable in the region, with a value of around 6.6 billion dollars.
Itaú Uniclass, the premium segment catering to middle-income clients within Itaú Unibanco, is stepping into a new era with a captivating positioning campaign. The bank has enlisted the renowned Brazilian presenter, Marcos Mion, and his idol, Sylvester Stallone, for a co-starring role in this motivational campaign crafted by GALERIA.ag.
A Cinematic Journey: “Make it to the Top”
The campaign’s centerpiece is a film that features Marcos Mion in a distinctive role, playing the individual ‘Marcos.’ GALERIA.ag, the creative force behind the campaign, has orchestrated a captivating narrative that brings together these two influential figures. The film is not just an advertisement; it’s an inspiring story, aiming to position Itaú Uniclass as the primary ally on clients’ financial journeys.
A Unique Approach: Marcos Mion’s Encounter with His Idol
In this groundbreaking campaign, Marcos Mion reenacts an iconic movie scene, climbing a staircase and sharing snippets of his life. Positioned at the entrance of Philadelphia’s Art Museum in Pennsylvania, this symbolic staircase represents the achievements in one’s life journey. As Mion ascends the steps, he is surprised at the top by Sylvester Stallone, who encourages him to keep going. The campaign subtly reinforces the idea that Itaú Uniclass is the bank that stands with individuals throughout their climb to success.
New Propositions and Client-Centric Benefits
GALERIA.ag’s campaign emphasizes Itaú Uniclass’s commitment to its clients by providing a range of products, personalized investment recommendations, and dedicated managers. The segment introduces credit lines tailored to clients’ needs and offers exclusive benefits with progressive discounts based on engagement and relationship levels.
The Creative Minds Behind the Campaign
Eduardo Tracanella, CMO of Itaú Unibanco, expresses:
“The brand Itaú Uniclass is very strong and has built, over time, a deep identification with our clients. With the development of our value proposition, the opportunity of telling an awe-inspiring and contemporaneous story about the new Itaú Uniclass became crystal clear.”
Rafael Urenha, Chief Creative Officer and founding partner at GALERIA.ag, adds:
“The campaign made for Itaú Uniclass is about the bank that has always been side by side with its clients in their growth journey. The key symbol is the staircase, whose steps represent the achievements throughout life.”
Multi-Platform Visibility
The campaign unfolds across various platforms, including television, outdoor media, football match opening sequences, prime-time soap-operas, and a strategic digital presence. Special out-of-home pieces, designed by Vitrine, GALERIA.ag’s business hub specialized in outdoor media, add a creative touch to the campaign’s symbol – the staircase.
An Immersive Experience for Clients
Beyond traditional mediums, the campaign extends to interactive boards, street furniture, and sensorial projections, providing clients with an immersive experience. The entire initiative aims to emphasize that Itaú Uniclass is not just a bank; it is a dedicated partner, walking side-by-side to help clients ‘make it to the top,’ whatever their definition of the top may be.
Marcos Mion’s Reflections
In Marcos Mion’s words, “The film is precisely about that! It is so straight to the point and shows all clients that Itaú Uniclass is the perfect bank to be your partner and walk side-by-side to help you ‘make it to the top,’ wherever your top is.”
The campaign is not merely an advertisement but a narrative that seeks to resonate with individuals, showcasing Itaú Uniclass as a trustworthy companion on their journey to success. Through creativity and storytelling, the campaign endeavors to touch the hearts of clients, reinforcing the brand’s commitment to their aspirations.
