The goal was to create a credit campaign for the beginning of the year that would address financial concerns, such as IPVA (Vehicle Tax), IPTU (Property Tax), and school supplies, with lightness and creativity.
The proposal was to provide a solution for this tense moment, resolving it not with a general service, but with a focused service that truly understands these problems and offers the perfect solutions: COCRED.
The choice of humor was strategic to generate immediate identification, increase the campaign's reach, and reinforce COCRED's proximity to its members.
We developed an unusual storyline, comparing early-year expenses to a "medical emergency," with scenic production and art direction designed to highlight the contrast between the exaggerated situation and the real solution: COCRED credit. The campaign was widely extended to both internal and external environments.
The 360 campaign was carefully planned to impact the audience in an integrated way, combining digital and traditional media. With a multichannel approach, we brought effective communication and constant presence in strategic touchpoints, such as radio, TV, OOH media (Out-of-Home), and social media, expanding reach and engagement across various platforms.
The campaign was included in the 50th Annual of the Clube de Criação, one of the most important recognitions of Brazilian advertising.
