ABOUT
CONTEXT: will bank is a digital bank that believes in credit as a human right . As its consumer base is financially less-privileged, will bank decided to better understand their reality and its behavior towards money. They created an in-depth study on a topic previously never discussed in Brazil: Money Dysmorphia, which is the inability of an individual to see their finances without distortion.
The research revealed that 79% of Brazilians desire to consume today what they couldn't have in childhood. So if an entire generation grew up dreaming of something they couldn't achieve, we gave them a second chance to own things they couldn’t afford in the past.
IDEA: Last Xmas, will bank turned the phrase that traumatized millions of Brazilians into a pop-up store filled with iconic memorabilia that defined the childhood of Brazilian kids during the 80s. In the store, adults whose parents struggled financially were finally able to revisit the past and acquire those items they had always dreamed of, and all for free.
We transformed a space in an important subway station in São Paulo into a pop-up store where adults could travel back in time, revisiting old traumas and healing them. The chosen location was iconic, as it's just a stone’s throw from 25 de Março Street, considered Latin America’s largest open-air shopping mall.
We managed to find over 300 toys and memorabilia from the 1980s, many of which are now considered rarities. More than 1,100 people finally fulfilled their childhood dreams.
With this idea we raised awareness about the learnings from the study, in a way that inspired millions of Brazilians to see their financial situation more optimistically.
RESULTS: The experience attracted large queues. In 18 hours, over 1100 people were able to fulfill their dreams. The experience was also intensely lived by those who read about the store widely promoted in the press on social media. Even without media investment, we achieved great PR and engagement results:
. 17 minutes of live earned media on the most important TV channels in Brazil.
. 45 million people reached. 7.5x Will Bank clients.
. 180+ media outlets covered the activation
. 99% positive sentiment
. 14% rise in online searches for Will Bank
We got traction in the most-read media outlets, such as:
. Newspapers and magazines (Folha, Estadão, and Veja),
. TV Channels (Globo and SBT), and Radio Stations
. Websites (Terra and UOL).
The store was one of the top 3 posts with the most likes in 2023, on Brazil’s most-read newspaper's Instagram account.
MADEIT CREDITS
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Leandro ThotClient -
Ana Carolina CoelhoClient -
Carina CuradoClient
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Beta CollectiveCreative Director -
Beta CollectiveCopywriter -
will bankPR -
Mailson DutraBI -
Beta Collective -
Renan ValadaresSenior Art Director -
Pamela CancinoHead of Production