Mercantil do Brasil. Retired Life.

Campaign that sought to approach one of the largest audiences of Mercantil do Brasil, the beneficiaries. The idea was to celebrate the retiree's day, showing that the bank was a partner and companion for all times

For this, the campaign dared to play with humor, demystifying the serious image of a bank, and bringing as a poster girl a character close to the customers' universe, the eternal Filó from “A Praça é Nossa” (brazilian famous TV Show). In the action, the actress Gorete Milagres, who plays the character, interacted with the audience in a spontaneous and semi-scripted way, showing that “as time goes by, life gets more fun".

Episode 1:

Episode 2:

Episode 4:

Episódio 4:

 

Results:

he campaign reached 67,000 users organically and 673,000 users through media investment. Regarding direct interactions on the brand's fanpage, 97% were positive. The action was fundamental in the brand's new phase of rapprochement with the target on the institution's main digital platforms.