As part of the bank’s new general brand position, surrounding the phrase “How can we help you today?“, a new stunt to approach Millennials was crated by Talent Marcel, in partnership with Vice.
Branded interactive bus-stops were installed nearby major universities in the city of Sao Paulo, which besides offering free wi-fi also provided different types interactions, including cellphone chargers, karaoke stations, printing literary messages, movie tickets – provided according to the user’s mood, sports drinks, raincoats – available during rainy days.
From these activation stations, random users are invited to participate in unique experiences, which are filmed as part of the “From Bus Stop to Bus Stop” web-series and will be source for printed ad campaign to be applied in major cities through the country a few months. So far 3 episodes have been produced (playlist embedded below), including Helder who was charging his phone and was invited to be part of party featuring different technologies, Bruno who was singing at the karaoke bus-stop, and was invited to a Laundry-Bar, that featured karaoke and Michele who got printed poetry and was invited to an Open Poetry/Music Bar.
The goals from this stunt are to set a better connection between the younger audience to the bank.
Involved Agency: Talent Marcel / Vice