Banco Carregosa launch campaign

Banco Carregosa is one of the country’s oldest and most prestigious wealth management institutions. To broaden their client base, they created a brand for the Affluent segment, with a lower barrier of entry to the bank.

The launch of this brand was accompanied by the opening of a new location and an advertising campaign, in both print and digital media.

The key strategic insight came from research done on the highly heterogeneous Affluents. As it turns out, they very much expect their bank to accurately segment them by their motivations for saving and investing money.

For a bank as personal as Carregosa, this is an ideal fit. That was the focus of the launch campaign. Six different personas were targeted in the ads, with profiles ranging from the conservative to the high-risk investor. In all the ads, half of the copy addresses their motivations, and the other half reinforces the bank’s positioning and progressive outlook.