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Inter: Inter launches campaign and reinforces 'Financial Super App' positioning
Inter is launching a campaign to present its new positioning as a Financial Super App. With the slogan, “You didn't know you needed it until you were Inter”, the communication initiative aims to reinforce how the institution offers countless possibilities for a smarter financial life. The campaign was created by the Talent agency in partnership with Inter's creative team.
In a light and relaxed way, the campaign brings to life household appliances that have transformed people's lives, such as smart TVs, air fryers and robot vacuum cleaners, drawing parallels with the role of Inter's Super App in the lives of its customers. The appliances realize that they are being neglected and, worried about losing preference to the Inter app, they complain to the owners. The idea is to show that it is no longer possible to live without the benefits of the Super App. The content is divided into three films, static pieces and presents the innovative solutions available in Inter's digital ecosystem, such as investments with cashback, pix in installments and the redemption of dollars with points from the Inter Loop loyalty program. The campaign features open and closed TV, billboards on the streets and in airports, as well as digital media - in places such as São Paulo, Rio de Janeiro and Belo Horizonte. “We are touching on a point that is very important for Brazilians: having an intelligent financial life. We're talking about this relationship with finances in a playful but very real way, showing the countless possibilities that our app offers for each type of customer to evolve in their relationship with finances,” says Andrea Nocciolini Costa, Inter's branding director. “In the campaign, we brought to life disruptive household appliances that show they are jealous of the innovations of the Inter Super App. A humorous way of highlighting all the technology that Inter makes available to its customers,” says Gustavo Victorino, CCO at Talent. Before reaching traditional media, the campaign began on social networks in the format of a game show, with a series of films that talked in an uncomplicated way about the financial lives of personalities. Tatá Werneck ran the show and welcomed actor and presenter João Vicente, ex-BBB and actor Douglas Silva and influencer Pequena Lô to talk about finances in a very entertaining way. The strategy of starting with exposure on social networks was designed to bring Inter closer to different profiles, such as the younger generation Z or those who need extra help organizing their finances. The idea is to increase the financial Super App community and ensure direct communication with the public.
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