MY SABBATICAL CAMPAIGN
PONTO DE CRIAÇÃO
MY ROLE: Planning/Strategy & Service Designer (user shadowing, service safari, interviews)
Santander wanted us to develop a creative campaign to promote their welfare services to their current clients. In order to do that and help the company actually converting clients, we went out and talk to them. We also played as ‘mysterious clients’ (Service Safari technique) to analyse how bank managers from Santander and other competitors usually sell the service.
Based on primary and secondary research, we discovered the hotspots at the banck agencies and found out what people imagine they could do if they could economise money to invest in their futures; a few months out of work to do things they like, travel, do courses, cook…and also identified opportunities to educate managers and better present the welfare service.
After gathering all these insights, we came up with the campaign idea: if the final prize of the promotion was the amount of R$ 15,000 per month, why not packaging that into an attractive ‘taste’ of what clients could have if starting to invest on welfare now?
“My Sabbatical” campaign was released with materials advertised on Santander’s bank agencies as well as toolkits and storytelling to orient their managers on how to better explain the service for potential clients, using a more user-centred approach with language adequacy.
To attract other potential customers to sign up for the service, we also developed a VR experience in targeting locations which Santander clients could see how his/her future could be with the welfare programme.
The idea of was so well accepted, that the bank decided to promote it beyond the BTL media, with their Ad agency, Loducca. Click above to see the TV ad with the concept we created.