The first 2 years of the pandemic in Brazil caused a credit boom - which, as expected - was hyper concentrated among the biggest players in the Brazilian market: Santander BR, Itaú, Bradesco, Caixa and Banco do Brasil. The expectation of an increase in defaults made this concentration a risk.

If it was bad for the bank, it was even worse for the people: with no perspective of honoring debts or renegotiating credits with banks.

The historic record of 76.3% of Brazilians in debt and the loss of payment power represented a potential economic crisis.

With credit at better rates and with more time to pay for the people, OUR OBJECTIVE WAS TO DOUBLE SANTANDER BRAZIL DEBT RENEGOTIATION NUMBERS IN COMPARISON WITH THE BEGINNING OF 2021.

n order to bring the worst topic, in the best way possible, to the biggest conversation of Brazil in the beginning of every year, we had a major challenge:

Not only were we not sponsors of the show, but we had a direct competitor (the payment fintech PicPay) blocking our entry into every conversation or media space around the Big Brother show.

We needed a strategy to hijack the greatest conversation in Brazil, without providing court case material for GloboTV (owner of the show) or our dear sponsor competitor. And so we did.

With former champions in debt, we hacked the BigBrother 2022 media sponsorship package.

Investing at least 5 times less than any sponsor, we activated a grid of hand-selected breaks at GloboTV, social networks and other vehicles that provided news about the show in order to steal the conversation.

With 03 former champions in debt, we hacked the BigBrother2022 sponsorship package, activating a grid of hand-selected breaks at GloboTV, social networks and other vehicles to hijack the conversation about the show.

In addition to a robust architecture of messages and channels to attract people to digital renegotiation simulations, we turned the conversation into a movement with the opening of +3k branches on a Saturday dedicated to addressing people’s financial health.

We started all this on the same day as the new Big Brother season was released and our campaign roll out had to carefully follow and anticipate the reality show unpredictability, drive people to our event and sustain positive conversations.

For that, we counted on a 4th endorser, Gil Do Vigor, a guy who lost BigBrother but knew very well how to manage his money.

We exceeded our goal and almost tripled Santander’s renegotiations, with a growth of 181% compared to the same period in 2021. More than BRL 1.5B in renegotiations during the campaign period.

Furthermore:

- The campaign strategy proved to be efficient with 8 times better ROI in comparison to the last credit campaign.

- We were one of the most remembered brands in the BigBrother edition, proudly with 5 times less investment in TV than any official sponsor of the show.

- Highlight the historical record in credit production in a single day: our financial health Saturday event.

- In addition to 516 million impacts (considering all activated fronts); 145 million full views on digital media; growth of up to +43% in conversions via traffic and organic; and 94% of the audience generated on the site with an affinity for the reality show even without support from sponsorship media.