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下一代银行 | Banco Bradesco: Next Bank

基本信息
行业: 金融与法律服务
媒体:设计与品牌
投放:巴西
风格: Minimalism
说明cnen
Synopsis
Banking is the only category of services that touches and influences a consumer’s entire life. In Brazil, digital natives—a high-potential group that accounts for 30% of the economically active population—see banking as a necessary evil and a reactive service. In fact, 71% of millennials would rather go to a dentist than to a bank. Bradesco—one of the largest banks in Brazil, with more than 75 million customers—wanted to increase its penetration into this market and was willing to embrace an entirely new proposition, an innovative business model, and a reimagined branding and design process.
Outcome
The ‘next’ platform is a great success. Acquisition: 1.3mm downloads; 94% within target (high-income millennials); 75% new to Bradesco; 557,000 are in the approval phase (increasing conversion at a fast pace); 129,000 active clients (growing 40% per month). Engagement: 1.7mm transactions in March 2018 (growing 70% per month—75% faster than customer base); 20 monthly transactions per customer (doubled in Q1 2018); only 2% of inactivity (market average is 24%); 30% of active customers invested through “objectives” (99% growth in Q1 2018); 34% of the credit offered is being used (above market average); 45% of customers are already recurrent users of 63 partners’ exclusive offers (including offers from Uber, Apple, iFood, Airbnb, Cinemark, and Xbox). Bradesco customers who also create a ‘next’ account become 30% more profitable on our platform.
Execution
‘next’ is a new banking experience designed from the ground up for the digital age. Available for iOS and Android, ‘next’ offers products, services, smart budgeting tools, customized graphics, and personalized experiences targeted to young customers under the “Make It Happen” concept. During the 2-year building phase, we put design at the core of every decision. Because the brand would live primarily behind an interface, we designed an identity that can be touched and experienced, that is responsive and functional. The brand is the interface: the logo itself becomes a simple and instant visualization of the customer’s financial health. We then expanded this identity to create a natural, fun, energetic, and intuitive design system that feels rare in the banking industry. Every user journey happens through the integration of design, technology, and data intelligence. The distinctive brand language, so embedded into the experience, feels familiar after just a few interactions.
CampaignDescription
While consumers migrate to mobile-only experiences in everything they do, the banking industry has lagged behind. The opportunity was to create an entirely new mobile-only bank that empowers millennials and seamlessly integrates into their lifestyles. We did this by reimagining the banking experience for the digital age, putting design at the core of every decision, and using the newest technology to enable a proactive relationship and innovative features that have never been delivered by any competitor. Designed around the “Make It Happen” brand idea, ‘next’ offers a banking experience that helps customers do more with their money and achieve more in their lives. It’s a full banking service that’s customer centric, combining data, design, and technology to inform better individual financial decisions.
制作信息
品牌:
广告公司:
设计:
制作公司:
奖项
戛纳国际创意节 2018
银奖 设计
UX, UI & Journey Design
戛纳国际创意节 2018
铜奖 设计
Creation of a New Brand Identity
戛纳国际创意节 2018
入围 数字制作
Form > UI
D&AD 2018
黄铅笔 平面设计
Digital & Mobile
The One Show 2018
金铅笔 用户界面/交互
Mobile / Utility
The One Show 2018
金铅笔 用户界面/交互
Craft / Interface Design
The One Show 2018
铜铅笔 用户界面/交互
Mobile / User Experience
The One Show 2018
优秀奖 知识产权
Digital Product
The One Show 2018
优秀奖 用户界面/交互
Craft / Dynamic Data Visualization
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