Cannes Lions

BRADESCO CREDIT CARD

B\FERRAZ FULL PROMOTION, Sao Paulo / CASAS BAHIA / 2006

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Overview

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Credits

Overview

Execution

The promotion was designed for the Christmas period to increase the use of the bank`s credit cards. It should be aligned with the communication concept of Bradesco Bank - the complete bank.The strategy was to associate the Bradesco brand to one of the most admired brands in the world, Disney, and a never before seen attraction with inspirational and emotional appeal: Disney’s 100 years of Magic. In order to see the show, Bradesco card holders had to exchange their credit card receipts for tickets.

Outcome

Super Casas Bahia had over 2 million visitors in 40 days. It was the greatest sales volume of the entire chain. For Bradesco, 450,000 tickets were issued. There was a significant increase in the use of the credit card compared to same period of the previous year. Also within this period and due to the promotion, 52,000 new cards were issued. Disney had a record sales of DVDs and videos in Brazil and opened a new and very powerful sales channel at Casas Bahia, the largest brazilian retail chain.

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