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Autor: EXCLUSIVA MINERAÇÃO E SIDERURGIA | Publicado: 2016-10-22T07:51:00-07:00


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Nos jornais, começa a corrida dos
bancos digitais

Em nova
campanha, Sofisa explora os mesmos elementos do concorrente Original e admite a
busca da similaridade de forma bem-humorada









Luiz
Gustavo Pacete
18 de maio de 2016 - 9h59 

Desde o início de abril, o Banco
Original tem marcado presença constante na mídia, principalmente a impressa,
com sua campanha de apresentação como banco digital tendo como garoto
propaganda o velocista jamaicano Usain Bolt.







A ousada proposta do Banco Original



A escolha de Bolt foi a maneira
que a holding J&amp;F e a agência de publicidade Fischer encontraram para
convidar o público a conhecer o novo serviço do Banco Original.&nbsp;O projeto
de construção da marca, desenvolvimento da tecnologia e as estratégias de
comunicação demandaram um investimento de mais de R$ 600 milhões.



A campanha do banco, no entanto,
gerou a resposta da concorrente Sofisa que com anúncios em mídia impressa, que
estrearam no fim de semana pasasado, em comemoração a seus cinco anos de
existência, realizada pela agência Santa Clara, traz os mesmos elementos do
concorrente como a pista de corrida, o corredor e a frase “mostra ai quem é o
banco 100% online brasileiro.”



“A ideia é fazer com que as
inovações do banco fiquem cada vez mais evidentes da porta para fora. Uma
comunicação mais high-profile, mais dinâmica e até bem humorada é o que
planejamos fazer daqui para a frente”, explica Fernando Campos, CCO da agência
Santa Clara.





&nbsp;O anúncio da Sofisa que
reivindica o posto de primeiro banco digital



Questionada sobre o tom
provocativo dos anúncios, a Agência Santa Clara e o Banco Sofisa informaram ao Meio
&amp; Mensagem que a “campanha tem elementos que, de forma leve e bem
humorada, exploram similaridades para marcar as diferenças. ”



Marcos Lacerda, CMO do Banco
Original, se limitou a reforçar os atributos do Banco Original sem comentar
diretamente as provocações da concorrente. “Somos o único banco com estrutura
tecnológica e operacional que permite a abertura de conta 100% digital e não
possui agências físicas”, disse.





&nbsp;Usain
Bolt, garoto-propaganda do Original



Diferenças à parte, o mercado
financeiro digital vem ganhando projeção. Na semana passada, durante o ProXXIma
2016 o assunto tomou o centro da discussões na&nbsp;palestra “O fim do dinheiro”,
sobre qual será o futuro do papel-moeda num mundo em que tudo é negociado por
meios eletrônicos e na forma de dados.



O debate teve a participação do
economista e cientista social da USP, Gilson Schwartz, do presidente da Cubo e
Bitinvest, Flávio Pripas, e do diretor de inovação do Banco Original, Guga
Stocco, mediados pelo diretor da Bites, Manoel Fernandes. Segundo os
palestrantes, com a digitalização, o papel-moeda perde sentido.