The launch of RendA+, the world’s first security designed to complement retirement
About Tesouro Direto
Tesouro Direto is a Tesouro Nacional (National Treasury) Program developed in partnership with B3 (Brazilian stock market) to sell federal public bonds to individuals entirely online.
Launched in 2002, the Program was created to democratize access to public bonds, allowing investments starting from R$30.00.
The program offers bonds with different yield types (fixed-rate, inflation-linked, or tied to the basic interest rate—Selic), different maturity terms, and various payout options.
We were working with a client whose core pillars are security, versatility, and accessibility. In this case, the immediate approach would be to think in terms of safer strategies. However, when we understood the challenge, we realized that this logic didn’t quite apply.
Challenge
Tesouro Direto’s pillars of solidity aligned well with this client’s market behavior, as no new bonds had been launched since the program’s inception in 2002. The longer the “line,” the greater the impact of something new. We recognized the scale of the challenge when the client mentioned that this campaign should launch and promote their new bond.
The “Tesouro RendA+” is aimed at those seeking to supplement their future retirement income. The idea is to give people the opportunity to have an additional monthly income in retirement, ensuring gains above inflation for their investment.
With RendA+, you invest in accumulating bonds during your working years, then receive monthly payments for 20 years once you retire.
In other words, it allows you to have an “Extra Income” (or RendA+) when you decide to relax.
With the recent growth of investment influencers and increased access to financial education, Tesouro Direto fit a niche audience seeking a safe, low-risk, accessible investment for emergencies. It can serve as a “safety net” for those with riskier investments or as a sole investment option for those looking for longer-term solutions.
“Long-term” aligns well with the concept of a bond designed to supplement retirement, so we identified our target for this campaign among existing followers with fixed-income investments.
We seemed to have everything set when we discovered one last detail that raised the stakes even further: this was the first bond of its kind launched in the world!
The bar was raised, but we were ready to face it, with important support to make it happen.
Solution
We joined forces with the Secretaria do Tesouro Nacional (National Treasury Secretariat) and B3 (Brazilian stock market) teams, supporting all campaign stages.
Finding the right tone for a name that could represent the bond’s essence was the first challenge. The answer was simplicity, focused on the launch’s main objective: to guarantee “extra income” for those preparing for retirement—thus, “RendA+” (“+Income”).
But this was only the first step. Our next move was the communication and promotional strategy for this new bond.
To reach as many channels as possible, we created a 360º campaign encompassing positioning, content, and launch strategies. However, a groundbreaking launch like this deserved something bigger, so we also supported two in-person events, one in Brasília and one in São Paulo.
Over 12 months, we produced scripts for video recordings in Brasília and São Paulo, podcast episodes, social media monitoring, customer service, and extensive research on trends, markets, and product positioning.
To maximize results, our Media team adopted a multi-channel strategy: Google, Facebook, Instagram, TikTok, Twitter, and programmatic media, along with offline media in five Brazilian capitals, including digital kiosks, bus stops, and metro stations.
We aimed to reach existing audiences while addressing common needs, such as securing the future or achieving financial stability. This approach allowed us to reach our target and connect with new people.
The results reflected the perfect alignment and technical refinement of the Sioux team in executing the strategy defined with the client.
Results
With our digital and offline campaigns, we achieved over 42 million impressions. Traffic to the product’s landing page on the Tesouro Direto site was also a milestone, with over 634,000 sessions generated.
By the second month of the campaign, over 200 million reais had already been invested in Tesouro RendA+, and more than 20,000 investors had purchased the new bond. During this period, the bond accounted for over 40% of Tesouro Direto’s total bond sales. By the fifth campaign month, over R$1 billion had been invested in the product.