Banco Bradesco: Engaging with Millennials

Champion Series

June 2020

Disruptive technology and changing customer preferences mean the ways banks engage with their customers is under constant evolution. Combined with increased competition from tech-focused neobanks and big tech companies, customer engagement is more crucial for financial institutions than ever before. The changing landscape means that institutions that embrace innovative and creative approaches to engagement report increased customer satisfaction and profitability.

At Efma, we understand the importance of sharing best practices from across the financial services industry. We are delighted to share the next installment of our Champions Series, produced exclusively for our members. This edition highlights the impressive recent achievements from Bradesco whose Firefly campaign won a gold awards at the Efma-Accenture Innovation in Banking Awards 2019 in the digital marketing category. 

Bradesco is an Efma member that continually impresses us, and the industry, with their ability to innovate and create new products that exceed their customers’ needs. Beyond the elevated customer experience they provide for their customers, the Brazilian bank’s focus on diversity and inclusion has set a shining example for everyone in the industry. Furthermore, the bank has continued to find novel ways to engage with customers and meet them where they are.

Bradesco’s diversity and marketing initiatives are the focus of this report. With their “Allied by Respect” campaign, a Cannes-award winning video, and a Lollapalooza interactive marketing sponsorship, Bradesco is demonstrating how banks can lead with their values and market in unique ways that connect with the next generation of customers.

In the interviews in this publication, senior figures from the bank who were involved in these projects describe how they came up with the brilliant marketing ideas and delivered on their execution to create that most coveted thing: customer engagement.

Bradesco is a true innovation leader in Latin America. We hope you enjoy their remarkable story in this upcoming paper.

This report is exclusively reserved for Efma member institutions.
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Keywords : Youth , Digital marketing , Marketing & Sales , Customer loyalty , Customer acquisition