Ricardo Munhoz
Chile
TitleCheer Transfer
Agency
Campaign Cheer Transfer
Advertiser Banco do Brasil
Brand Banco do Brasil
Date of First Broadcast/Publication
Business Sector Banking & Financial Services, Investments, Stock Brokers
Story In addition to everything you can already do through WhatsApp, the Brazilian bank, Banco do Brasil, has created a new way to transfer something of great value—affection and support. In fact, for those who have been at home for more than a year, far from what they love the most, what was already important became even more vital: love and affection. And it was with this in mind that Banco do Brasil launched ‘Cheer Transfer,’ a campaign from Lew’Lara\TBWA, which allows fans to send positive messages to athletes sponsored by the Bank. Through WhatsApp, a common tool for financial transactions already in the daily lives of customers, the action seeks to bring people closer to sports, at an imperative moment of social distance. “The idea is to simulate a transfer, but without involving money, just rooted through BB's bot; an act of kindness that goes beyond the score,” says Paula Sayão, Marketing and Communication director at Banco do Brasil. To participate, just start a conversation via Banco do Brasil's WhatsApp +55 (61) 4004-0001 and type the word “fans.” Then, there is a list with the names of the athletes eligible to receive the affection transfers: Ágatha, Alison Ceruti, Álvaro Filho, Ana Patrícia, Bruno Schmidt, Duda, Evandro and Rebecca, all from beach volleyball, as well as Robert Scheidt of yachting. Then, choose the athlete and a phrase of encouragement. At the end, fans receive proof of transfer. “Brazilians are passionate, and this is reflected in the way we support and love the sport. After so long with the stands empty, athletes and fans are feeling a lack of contact. It was with this in mind that, together with BB—which has experience and a place to speak with authority in national sport—we use technology to make the fans transfer something more valuable than money to athletes: passion,” says Sleyman Khodor, executive creative director of Lew'Lara\TBWA. “Cheer Transfer” is part of a communication campaign to value national sport, which began with the celebration of BB's 30 years of activity in volleyball and foresees actions until December 2021. “Just imagine the joy of each athlete and the encouragement they will have when receiving the vibration and welcome of so many Brazilians! It's that, when we talk about sports experience, the crowd appears as one of the main motivational elements of 'human warmth', even if it's still virtual,” says Paula Sayão. "Banco do Brasil understands sport as an important platform for social integration and this action reinforces the institution's role as a catalyst for the best and most vibrant moments of Brazilians, which is to be close to their idols, even if at a distance," she concludes.
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