Anbima launches the largest advertising campaign in his history

Anbima (Brazilian Association of Financial and Capital Markets Entities) debuts today (23) the campaign “In the background you can” to encourage investment funds applications. This is the largest advertising campaign in the institution’s history and has open TV insertions, streamings and radio stations, as part of an effort to attract more investors to the class.

According to the X -ray of the Brazilian investor, from Anbima itself, only 5% of Brazilians invest in funds.

The association says that the idea is to reinforce that investing in funds is a way of maintaining the power of choice in the hands of each person. The most informal approach was thought “to reach audiences that do not usually consume traditional financial content,” says Amanda Brum, Anbima’s communication and marketing superintendent.

To the Infomoneythe executive says that “the problem is not only in the lack of access, but also, and especially, in the lack of familiarity” and the campaign is born “as a direct response to this.” She explains that the name of the product “points to negative things,” as it has been translated from English, but is used in expressions such as “well background” and “Fundão Class.”

“In addition to this is the fact that some people see investment funds as a complex product, for those who already understand the financial market or have high volumes to apply.” However, “the campaign was designed precisely to break with this view.”

The disclosure strategy has entries on TV Globo, Netflix, Spotify, Podcasts and OOH (Out of Home). The association has also signed partnerships with influencers and the back of the back channel to launch a video on the theme on YouTube.

Despite the still low proportion of Brazilians investing in funds, Anbima believes that there is an acceleration trend in product adherence and the campaign comes as a “push” to accelerate investor decision making.

Brum ponders that, in 2021, only 2% of Brazilians invested in funds. In addition, the association clings to increased search for the product on Google, which exceeded 30% the volume of surveys seeking savings.

“There is a latent interest, what is often the last spark, the one that arouses curiosity or generates confidence to take the first step,” says Amanda Brum. She concludes by saying that “the campaign was designed to take this place; By talking lightly, in humor, with situations that are part of people’s real life, we can build an emotional bridge. ”