LESS BANKING, MORE BUSINESS
FOR A WORLD WHERE FÜR ELISE IS JUST A CLASSICAL PIECE AGAIN
The campaign that broke Stone's record for new business account openings.
After several years building a strong brand foundation, Stone grew from a startup with a few hundred employees into a 10,000-person fintech. At this stage, the company wanted to strongly promote its fee-free business account. Its key differentiators were operational and customer support speed, along with seamless integration with point-of-sale transactions.
By analyzing the market and the brand’s key proof points, we realized Stone was almost like a time accelerator compared to traditional banks. Staying true to Brazil’s cultural truths and tensions, we connected this insight to one of the most iconic symbols of poor customer service: the infamous Für Elise hold music on bank calls. That led us to ask: how painful would it be if everyday businesses treated customers as badly as the old-school banks do?
After several years building a strong brand foundation, Stone grew from a startup with a few hundred employees into a 10,000-person fintech. At this stage, the company wanted to strongly promote its fee-free business account. Its key differentiators were operational and customer support speed, along with seamless integration with point-of-sale transactions.
By analyzing the market and the brand’s key proof points, we realized Stone was almost like a time accelerator compared to traditional banks. Staying true to Brazil’s cultural truths and tensions, we connected this insight to one of the most iconic symbols of poor customer service: the infamous Für Elise hold music on bank calls. That led us to ask: how painful would it be if everyday businesses treated customers as badly as the old-school banks do?
Stone, known for answering calls in under 5 seconds, had the perfect positioning to expose this industry flaw. With the concept “Less Banking, More Business,” we launched a humorous campaign that led to a record-breaking performance: the highest growth in business account openings in the company’s history.
(English subtitles available)
my role: strategy, concept development, and copywriting
art direction: Alexandre Rizzuti, Maiara Frias Job and Marcelo Rodrigues
audiovisual lead: Vinícius Amorim
motion design: Bruno Faiotto and Vini Amorim
3D talent: Bruno Faiotto and Lukas Kawakami
photography: Rodrigo Maltchique
strategy: Bruno Novaes and Flávia Francis
PMO: Amanda Ranieri
creative direction: Arthur Lobão and Lucas Canto
CMO: Felipe Hatab
film direction: Quico Meirelles (O2 Filmes)
agency: StoneLab
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