Tesouro Direto is a Brazilian Treasury program developed in partnership with B3 for the sale of federal government bonds to individuals.
Launched in 2002, the program was created to democratize access to government bonds, allowing investments starting at R$30.00. The program offers bonds with different types of returns, maturity dates and payment flows.
Launch and promote Tesouro RendA+, the world's first bond designed to supplement retirement income.
Tesouro Direto had not launched any new bonds since its inception in 2002. RendA+ is aimed at those seeking to supplement their future retirement, allowing them to accumulate bonds during their working years and receive monthly returns for 20 years. With the rise of investment influencers and increased access to financial education, the challenge was to reach those who already knew about Tesouro Direto and also attract new people — all with the weight of being the first bond of its kind launched in the world.
A 360° campaign encompassing positioning strategy, content and the launch of the new bond.
We joined forces with the teams from the National Treasury Secretariat (STN) and B3, supporting every stage. Finding the right tone for the name was the first challenge — we found the answer in simplicity, thinking about the main goal: ensuring extra income for those about to retire. Hence, "RendA+".
It was over 12 months of work, including script production for video shoots in Brasília and São Paulo, podcast episodes, customer support and social media monitoring, plus extensive research on trends, market and positioning.
The Media team adopted a multichannel strategy — Google, Facebook, Instagram, TikTok, Twitter and programmatic media — plus offline media in 5 Brazilian capital cities, with digital newsstands, bus stops and subway stations.
42M+
Campaign impressions
634K+
Landing page sessions
R$1bi+
Invested in 5 months
Massive impact
With digital and offline campaigns, we achieved over 42 million impressions and more than 634 thousand sessions on the product's landing page.
Accelerated adoption
After the second month, over R$200 million had been invested in RendA+ and more than 20,000 investors had purchased the new bond — accounting for over 40% of total Tesouro Direto sales.
Billion-dollar milestone
After the 5th month of the campaign, over R$1 billion had been invested in the product, consolidating RendA+ as an absolute success.