When launching Viracrédito — a new and not-so-intuitive product for many customers — we needed a way to explain it clearly, quickly, and in a way that actually stuck.
That’s why we chose humor, agility, and native social media formats as our strategy, bringing in rising Brazilian comedian Ed Gama to lead the campaign.
The concept was simple and direct: "Your money turns into credit, no drama."
Through short, funny videos on TikTok and Instagram, Ed broke down how the product worked in everyday language — no financial jargon, no overcomplication.
Through short, funny videos on TikTok and Instagram, Ed broke down how the product worked in everyday language — no financial jargon, no overcomplication.
Creative solutions and deliverables
• Series of 30-second videos featuring Ed Gama acting out relatable, everyday scenarios
• Native content for TikTok and Reels, designed for fast, vertical consumption
• Retargeting ads focusing on FOMO and showing product advantages
• Activation of regional microinfluencers across Brazil to boost authenticity
• Storyline featuring Ed and "Borrowed Card" characters illustrating real-life credit dilemmas
Highlight
This campaign showed that even complex financial products can be made simple, relatable, and fun. By combining humor, everyday language, and native social media behavior, we helped reposition Neon not only as a tech-driven fintech, but as a people-driven brand.
