Itaú Unibanco SA: Click Banco de Varejo Itau (A Great Behavior Change)

Itau, a Brazilian bank, created the 'replace your call with a click' campaign to encourage customers to solve their most common questions online.

Agency: RAPP Brazil

Product Description

Itau is the largest Brazilian Bank right now. To solve their most common questions, its 35,000 contributors generated 750,000 calls per month at 29 Call Centers. In order to reduce the flow and increase productivity, an online tool was developed: Click Banco de Varejo. Its early release ended up causing image problems that were soon resolved and required a repositioning campaign.

Objective of the Campaign

The year-long campaign had 3 stages: release/repositioning, impactful conversion and establishing. The employees had to feel the impact of a day-to-day behavior and how much changing habits could lead...

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