With mascots that were successful in the early 2000s, the bank seeks to encourage young people to think about deposits
The announced, on Wednesday (November 13, 2024), that it will resume the “savings” campaign, an action with mascots that became famous in the 2000s. Reimagined, the action returns with the aim of encouraging young deposits in the savings account.
In the midst of a context of difficulties in savings accounts, the bank wants to encourage children and young people to make deposits in savings accounts. The bank’s largest source of financing for real estate loans, the savings account had more withdrawals than deposits in the month of October, according to information from the Central Bank.
Watch the teaser for the new campaign:
The decision came from a conversation about rejuvenating the brand. The president of Caixa, said he had come across children who did not know the mascots and that, when discussing new proposals for Caixa, the bank realized that the 1st generation of the campaign was a “big hit”.
Watch the campaign jingle:
The mascots, launched in 2006, were a hit with young audiences and even received special editions, such as the “Rock” series and the 2014 World Cup version. The mascots stopped circulating at the end of the last decade and are expected to return next week .
Watch some old ads:
Despite setbacks in savings, Caixa announced results on Monday (Nov 12) and recorded a recurring net profit of R$9.4 billion in the first 9 months of 2024, which represents an increase of 21.6% in compared to the same period of the previous year.
