Historically, Argentina has been a “cash culture” because people couldn’t rely on or trust electronic banking. When the pandemic hit, millions of retirees lined up to receive their monthly pensions, exposing themselves to the virus despite the lockdown. The simple idea of creating a delivery system to bring the cash to the retirees homes, offered a relevant and problem solving activation to thousands of Itaú´s clients and created a enormous brand awareness within Argentina´s population.

In the middle of the pandemic, Itaú created and launched a revolutionary pension delivery system for its elderly clients, the most at risk during the Covid-19 crisis.

Historically, Argentina has been a “cash culture” because people couldn’t rely on or trust electronic banking. When the pandemic hit, millions of retirees lined up to receive their monthly pensions, exposing themselves to the virus despite the lockdown. Their choice was stark: risk their lives to go out to the bank or stay home with no money.

Historically, Argentina has been a “cash culture” because people couldn’t rely on or trust electronic banking. When the pandemic hit, millions of retirees lined up to receive their monthly pensions, exposing themselves to the virus despite the lockdown.

Working together, client and agency, Itaú created and launched a revolutionary pension delivery system for its elderly clients, the most at risk during the Covid-19 crisis.

In less than a month, they entrenched cultural habits and the governmental, financial and legal establishment, believed to be impervious to change.

In the last 2 years, it has been creating products and services designed to offer solutions to the Argentine context such as "Account Zero inflation" and "Bring your salary" that helped reinforce its positioning as a bank focused on people and their consideration. During the pandemic, we were challenged to think of an action that dialogues with the Argentine context, helps with something really useful and continues to bring to life its brand purpose of being a people-centered bank, maximizing its budget.

Audience

Primary: retirees who may need this service and their relatives, who usually take care of retirees, who could convey the message of this new service to them.

Secondary: society in general, which can be impacted with a relevant and humane message at a challenging time when brands and institutions sought to approach people with solutions to various needs caused by the context of the pandemic.

We created a new innovative and unique service: delivering pensions in cash to the retiree´s homes

In record time, we put ourselves at the service of those who needed us most by unleashing a chain of developments, protocols and innovations that challenged the norms and customs of a bureaucratic banking system.

The delivery was offered to all retiree Itaú´s clients on Argentina territory from May 2020 to the present.

#1 Most valued bank during the pandemic- Source Brain Network Consulting December 2020

+3MM Earned impressions

12MM AR$ Worth of Earned Media

Top 5 in SOV

Record Client satisfaction NPS 88/100, tripling the category average.

We were able to create a service that did not exist, giving the possibility to more than 25 thousand retirees not to expose themselves to contagion. Retirees who applied for the service rated it a record level of satisfaction for the banking industry, tripling the category average.

The idea has also the potential of ending up changing the entire bank system in Argentina, as Itaú started offering this service, all other banks felt the pressure to offer a cash delivery system for their retiree clients too, so we opened the entire protocol that we created in financial law and security, to all other banks to implement it and they started testing it.