concept, art direction, creative lead
PROMOÇÃO TORCIDA BMG
The Challenge
The Bmg bank has a history in Brazilian soccer.
Beyond sponsoring jerseys, they have a range of other assets they are entitled to, such as t-shirts, tickets, and exclusive experience with the soccer clubs.
Moreover, there is a need for card utilization, anticipation of the FGTS (a government severance pay fund), making investments, and salary portability, which are key performance indicators (KPIs) for the bank.
The Solution
Every day, Bmg customers had the chance to win an official jersey of their favorite team for free!
Additionally, when they didn't win the jersey, they received a collectible card from their beloved team.
Once they used up their daily chances, customers were encouraged to take action to earn lucky numbers and enter the final draw.
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CRM Strategy
We developed a full CRM strategy that supported the promotion's communications.
The fan who registered was immediately activated with an email sequence that reaffirmed their additional chances to win.
And the best part was that some of these actions were cumulative, so the more money they invested or spent on the card, the more chances they had to win!
With this strategy, we were able to attract consumers through daily prizes and convert them through emails.
The Results
More than 30% of the participants returned to the platform to try to win the jerseys again.
The promotion had 10 times more engagement among customers compared to other promotions previously conducted by the bank.
There was an increase of over 20% in the usage of credit and debit cards during the promotion period.
The amount invested was three times higher than the bank's average during the promotion period.
And most importantly of all, we made some fans happy, even when their team wasn't playing.
