Nubank makes the parallel between finance and... tattoos

The Brazilian neo-bank Nubankvia its subsidiary Nu Mexico, recently presented a new communication campaign involving the very popular Latin American singer, Belinda. The objective of the new campaign is to raise awareness among neo-bank clients of the importance of managing personal finances. And to differentiate his approach, Nubank chose to make an unexpected parallel between personal finance management and tattoos.

FACTS

• Nu Mexico partnered with singer Belinda during a communication campaign called "Toma la decisión Nu" ("Take the Nu Decision") conducted by the neo-bank to raise awareness of the benefits of financial management.

• And to reach as many people as possible and attract the spotlight, the local branch of the Brazilian neo-bank has opted for a staggered campaign bringing together finance and tattoos. The idea is to promote personal reinvention as well as better financial decisions.

• Belinda and Nu thus encouraged Mexicans, via the bank's social networks in particular, to reinvent themselves by regaining control over their finances and returning to some of their bad decisions, taking the form of a failed tattoo for example.

• Nu México pushed the concept to open a temporary tattoo studio called "Tinta Nu" in a neighborhood of Mexico City. Visitors were invited to cover their late tattoos and discuss their ability to change their mind and make better decisions, both personally and financially.

ISSUES

• Marking spirits Nu Mexico here makes the choice of a speech and a particularly offbeat campaign, making a very unexpected rapprochement between finance and tattoo. And it is precisely this gap and the choice of humor that the neo-bank is now making to attract attention to its initiative as well as its more committed and responsible ambition to improve the management of its clients' personal finances.

• Targeting young people : The use of the tattoo theme as well as the mobilization of a popular singer aim at the same goal: to capture the attention of young people. The neo-bank seeks here to adapt its speech by making its approach to financial management fun.

PERSPECTIVE

• Nubank has been surfing a model since its debut alternative and offset to mark the spirits and impose itself as an alternative actor of character. This strategy seems to have borne fruit.

• Nubank is continuing to deploy its activities in betting for example on the latest technologies of artificial intelligence to develop its offer. Its strategy allowed it to display, last year, record profits.

• And this success does not seem to be denying itself, since the latest results Nubank are just as positive. In the fourth quarter of 2024, and with an estimated turnover of $11.5 billion, Nubank recorded a net profit of almost $2 billion, almost doubled compared to the previous year. Nubank also added 20.4 million customers to its portfolio, bringing it to 114.2 million customers by the end of 2024.

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