The strategic approach was to position a financial product that could appeal to other than the traditional targets for this segment, especially women. This was achieved by disrupting the usual approach to financial products by packing this offer as a beauty product and placing it beyond the financial specialised media.

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The idea of 'no worries', in Portuguese, can be translated into 'no wrinkles' ("Lifting? Nonsense. I did Accumulator"). This was the creative anchor for the new investment formula that offers high profitability with the lowest possible risk. With guaranteed profits every five years, to enjoy while we're still young.

 

The campaign ran with feminine and masculine versions, featuring a famous couple of former international models: Paulo Pires, a Portuguese actor, and his Austrian wife Astrid Werdnig. It included TV, radio, print, POS and collateral.