Interactive billboards by Itaú Bank sparked a mass move towards their online marketplace, attracting millions.
Itaú Bank Innovates Football Advertising with Interactive Touchboards during High-Profile Match
In a groundbreaking marketing initiative, Itaú Bank transformed stadium advertisements into interactive touchboards during Brazil's anticipated 2024 football match between Botafogo and Palmeiras. This novel approach resulted in a staggering 400% increase in first-time users on its online marketplace, Itaú Shop.
When the ball collided with hoarding ads, exclusive discount coupons illuminated the screens and disclosed Black Friday offers for various products on Itaú Shop. Intriguingly, Itaú Bank, Latin America's largest banking institution, owns a relatively smaller platform in comparison - Itaú Shop. However, this campaign, dubbed Touchboard Discounts, managed to generate awareness for the platform successfully.
Africa Creative, the agency behind the campaign, wanted to leverage Itaú Bank's influence in football and differentiate it from competitors talking about Black Friday sales. Joint CCO, Angerson Vieira, expressed that while the bank has supported the Brazilian national team for five decades, soccer was not fully utilized as a marketing platform—until now.
To boost excitement and engage fans, Africa Creative utilized multiple media channels. The Touchboard Discounts campaign ran during one of the deciding matches of the Brazilian Championship, ensuring a bustling stadium. Vieira revealed that the agency used social media, out-of-home media around the stadium, and TV broadcasting to alert fans about the incoming vouchers.
The combined efforts produced impressive results. Itaú Shop drew in 20 million new users, generated R$3 million (£404,512) for the platform, and recorded a 35% increase in first-time customers making purchases. Itaú Shop may be a small platform; however, these results represent significant progress for Itaú Bank.
Despite the challenges posed by developing the technology for large screens, the campaign proved to be a resounding success. Vieira admitted that fine-tuning the technology was the most difficult part of the project but that it eventually worked better than expected.
During this innovative marketing campaign, Itaú Bank's technology was used to create interactive touchboards during the high-profile football match in Brazil, blending sports, entertainment, and business. By employing various media channels such as social media, out-of-home media, and TV broadcasting, Africa Creative was able to generate significant awareness for Itaú Shop, leading to a 35% increase in first-time customers and a huge influx of 20 million new users on the platform, demonstrating the enormous potential of merging finance and media. Interestingly, this campaign also showcased that technology can play a crucial role in enhancing fan experiences during sports events.
