“Myth or Fact” is a multiplataform branded content project for Itaú Bank that helps people unveil the biggest myths about their personal finances.
Itaú searched for real people who needed a little help to get their personal finances in order and show that not everything we hear about money is true. These stories became mini-docs on Itaú's YouTube brand channel and the success was immediate: some myths were chosen to be unveiled live on TV in a leading audience program.
Results: +500k people reach with radio spots; +760k impressions on website; +6 min average time spent by visitors on website; +20 min exposure on open TV; +114 voice messages in one month; +8000 page views on website
Company: ItaúAgency: Africa CreativeCreative Directors: Aaron SuttonCopywriter: Tiago UrdanArt Director: Leonardo Azevedo
Along with Eldorado FM radio station we ask people to send their financial questions via WhatsApp. The most interesting ones were analyzed by an Itaú consultant in a podcast and all the content generated by these conversation was submitted to a website for people to find out what is myth and what is fact.
