STRATEGY

Instead of being just another person talking about investments and the market, we decided to use the perspective of ordinary people. This way, we encompass our entire potential audience, from those who have already built significant wealth to those who haven't even started investing yet.

Our insight came from what they have in common: regardless of whether they invest in the financial market, they all invest in life. Energy applied daily to their work.

And during an economic crisis, we know that this effort is even greater. It takes a lot of dedication to turn things around and prosper.

Guide understands this, and its purpose of "guiding people so that money doesn't limit their lives" has never been more relevant – in a context where life and money seem to be on opposite sides.

We want to have a positive impact on Brazilians and their relationship with money. Making earning money less costly, and allowing people to worry less about it so they can focus on life.

To ensure your finances and life are always balanced, Guide offers high-performance portfolios tailored to different profiles, dedicated advisors to guide you on your journey, support starting from any investment amount, and the Guide Account, which automatically generates returns on all deposited funds while you are guided by our experts.

It was time to translate this strategy into communication capable of engaging Brazilians at different stages of their investment journey. People who can't stand hearing about the subject, and people who already have a long track record and take very good care of their assets.

CREATION

We created the brand idea "You invest in life, Guide makes it pay off" to value the journey of all Brazilians and invite them to multiply everything they apply in their daily lives with the right guide.
The campaign features real people to create a relatable image across all social media profiles. A pizza maker, a glazier, and a photographer humorously showcase their daily work routines, demonstrating how financial market information demanding instant reactions can distract them from their core responsibilities.

Thus, we show that with Guide you are never caught off guard and can focus on your life.

The campaign features 30-second films focused on the brand's role and 15-second versions focused on competitive advantages (guide account, consulting services starting from any amount, investment performance, and dedicated consulting) for Pay TV and Digital. To broaden the campaign's reach, we also used DOOH, Radio, and Newspapers.

To build a closer relationship with audiences, short content programs were also created with Guide experts for Pay TV and Radio. Following the same branded content approach, we will increase the visibility of the brand's proprietary content through partner content portals.

The plan will also feature initiatives with influencers on how to balance life projects and finances, and the role of a good mentor in this process.