Bank is not a subject that people enjoy hearing about.

So, when we had to launch new bank in Brazil, we went the opposite direction from other major banks in the country, that talk about themselves in every possible channel.

We transformed C6 Bank's message into entertainment pieces that didn’t mention anything about the bank, giving the audience the choice to see the song as an invitation to meet C6 Bank or just a music to enjoy,

In this way we were able to communicate C6 Bank’s non interruptive and people’s centered positioning since the first contact with the public.

Brazil has 5 major banks with massive advertising budgets, which allows them to communicate about their products and services in every possible channel many times a day.

But people are not interested in what they have to say. Actually, data research shows that 71% people would prefer going to the dentist rather than watching bank’s advertising.

In this scenario our challenge was to launch C6 Bank, a bank with a non interruptive and people’s centered purpose and redesigned services to create a new experience to its users.

That was the starting point to our campaign.

We invited 3 famous Pop artist from Brazil: Zeeba, DJ Marina Diniz and Isadora. Together, they transformed everything the bank had to say into lyrics, music and video.

The song and the music video were release without saying nothing about C6 Bank, not even its name. It was simply a Pop song about being part of people’s life.

The song became a hit, being featured in Top 1 in São Paulo’s radio stations and Top 10 in Spotify charts in Brazil.

Only them, with the help on influencers, we revealed that this song could also be an invitation to meet a new bank. Posts on their social networks showed thar the music video contained a QR Code hidden that gave access to a welcome message from C6 Bank.

The strategy was to launch the bank as entertainment content, not advertising.

We recorded the song and shot the music video with the QR code hidden on it, without mentioning anything about it.

The strategy to make the song a hit was no different from the ritual on music industry:

the song was released on radio and digital platforms together with the music video. Zeeba appeared live on radio and TV shows playing the song as part of its release. Also, the 3 artists made appearances on music festival playing a live version of it.

In less than one month, the music reached Top 1 on radio sttions and Top 10 on streaming services, and the video had 2MM organic views.

At that point, we engaged the social influencer’s strategy, with music and lifestyle influencers revealing that they found something unusual on the music video generating curiosity.

We invited 3 artists, who helped us translating everything the bank had to say into lyrics, music and video.

The song was recorded and we shot the music video with the QR code hidden on it.

It was released on radio station and digital platforms following the ritual of music industry: artists appearances on radio and TV shows playing their new song, live performances on festivals, etc.

One month later, when the song was already a hit, we engaged the social influencers campaign, revealing that the video had a hidden QR Code, generating curiosity and 200.000 access on the C6 Bank’s hidden message on the first few days.

At that point, song and music video were used as ads maintaining the non-interrupting strategy. They were played as the original, with a message saying that it could be an invitation from C6 or just a music to enjoy. The audience decided.

Results of the song It's Your Life:

Top 1 in São Paulo Radio Station

Top 5 in Rio de Janeiro Radio Station

Top 10 in Brazil

Top 25 search on Shazam

Top 10 on Spotify

10MM Streams on the first month

2MM views of the music video in YouTube

Results for C6 Bank after revealing the campaign:

1MM new bank accounts opened in the first 3 mouths