At Rock in Rio, Itaú, the biggest bank in Latin America, marked your 100th anniversary with its largest brand activation ever: a three-floor pavilion, exclusive experiences and deep fan engagement.
Itaú, Brazil’s largest private bank, aimed to transform its 100-year anniversary into a cultural milestone at Rock in Rio’s 40th anniversary. The main goals were to reinforce Itaú as the most relevant and emotionally connected brand of the festival, increase business relevance by driving card usage and marketplace transactions, and strengthen leadership in values such as diversity, innovation and “brasilidade” – the Brazilian spirit. Participants should engage with Itaú both on-site and digitally: experiencing exclusive shows, using Itaú cards for benefits and cashback, and interacting with branded content. Beyond transactions, the objective was to create lasting emotional memories that link music and culture to the brand. The event should make audiences see Itaú not only as a financial institution but as a cultural protagonist, inspiring pride, inclusion and affinity with new generations, while sustaining long-term customer relationships.
Itaú transformed its centenary into a cultural celebration at Rock in Rio by creating the brand’s largest activation ever. The three-floor Itaú Pavilion became a stage for exclusive performances, immersive experiences and a surprise that no one had seen before: the first-ever appearance of Xuxa, Brazil’s iconic presenter and artist from the 80’s and 90’s, at the festival. This choice connected generations through nostalgia and novelty, turning a brand activation into a historic pop-culture moment. The innovation was not only in scale, but also in execution: live content created in real time, partnerships with influencers and fans, and the use of WhatsApp Channels to deliver behind-the-scenes updates directly to thousands of followers. By blending physical experiences, digital amplification and unexpected cultural icons, Itaú stood out as an example of how a bank can engage with music, diversity and national identity, proving that financial brands can also be cultural protagonists.
