How Did This Finance App Grow Branded Search 10,000%? Out of Home.

October 8, 2024

If attention is currency, Miami’s transformation into a global finance hub makes a lot of sense. Try to picture in your head the “Miami lifestyle” and you’ll probably conjure up images of fast cars, luxurious boats, bottles and models, that sort of thing. Of course, not everyone in Miami lives – or aspires to – a flashy Pitbull lifestyle. But enough do to make the competition for attention fierce.

That's why when financial super app and digital bank Inter&Co wanted to speak to multiple audiences, the brand knew it had to go smart. Of course, when it comes to advertising in Miami, the smart route is OUTFRONT.


"There is no region more powerful than South Florida when it comes to introducing a brand with global reach,” said Kaio Philipe, Inter&Co Chief Business and Marketing Officer. “We had the challenge of launching a new brand in a new market while establishing a strong connection with the local and global community. That's why we strategically selected South Florida as our foundation.”

A strategic approach to marketing is nothing new for Inter&Co. The brand kicked off 2024 by inking a long-term naming rights deal with the Orlando City SC and the Orlando Pride women’s team for their purpose-built soccer stadium in the heart of downtown. 

Stadium naming rights are a mass awareness play – so was the fintech’s initial foray onto our Magic City canvases. To put themselves in front of as many eyeballs as possible, Inter&Co smartly went with an audience-based buy using our Digital Direct Ad Server (DDA), with which it leveraged our digital bulletins, digital shelters, and panels.


But Inter&Co soon realized it wanted something all to itself.

Fortunately, traditional static out of home offers a 100% share-of-voice alternative to an ad rotating on digital out of home screens, which not only means an always-on presence but the mitigation of brand safety risk, which is particularly important in such a trust-based category as finance.


So when it came time to renew its contract, Inter&Co went in a different direction, opting for wallscapes and wrapped transit advertising on the Miami Trolley and the Metromover, the latter of which passes numerous offices, banks, retailers, and other companies - including the Miami offices of Inter&Co itself!


But that feeling of pride Inter&Co employees get as it passes isn’t the only ROI of the campaign – far from it. “Through our strategic approach of leveraging alternative media channels and smart out of home ads, we ignited a remarkable surge of over +10,000% in brand searches on search engines,” said Kaio. No, that’s not a typo.

Inter&Co’s targeting strategy focused on roads in and out of Miami International Airport – the logic being that everybody in Miami is always coming and going.


“This extraordinary growth translated into triple-digit expansion of our customer base in the region year over year,” reported Kaio. “Notably, we noticed that Latin American and European travelers actively sought our brand upon returning to their home markets, underscoring the undeniable influence and impact of our brand positioning in South Florida.”


“Our strategic decision to choose South Florida aligned with out of home has proven to be efficient, driving heightened brand awareness, customer engagement, and ultimately, brand love."

Well said, Kaio.

Could your brand use a little more love? OUTFRONT can make the connection. Contact us today to learn more.

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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