{"id":210120,"date":"2026-09-15T11:25:06","date_gmt":"2026-09-15T11:25:06","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/bpce-2\/"},"modified":"2026-09-15T11:25:06","modified_gmt":"2026-09-15T11:25:06","slug":"bpce","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/pt\/mensagens\/cases-de-clientes\/bpce\/","title":{"rendered":"Como o BPCE impulsiona a educa\u00e7\u00e3o dos clientes e a convers\u00e3o atrav\u00e9s do envio de mensagens gamificadas\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Para as institui\u00e7\u00f5es financeiras, engajar os clientes e, ao mesmo tempo, manter a conformidade regulat\u00f3ria pode ser um equil\u00edbrio delicado. <a href=\"https:\/\/www.groupebpce.com\/annuaire\/bpce-financement\/\">BPCE<\/a>, uma subsidi\u00e1ria do segundo maior grupo banc\u00e1rio da Fran\u00e7a, enfrenta esse desafio diariamente ao trabalhar para educar os clientes sobre seus produtos de cr\u00e9dito rotativo.\u00a0<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=UBR_SeS4jcc\" class=\"lazy-video-link\" data-lazy-video=\"UBR_SeS4jcc\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/img.youtube.com\/vi\/UBR_SeS4jcc\/maxresdefault.jpg\" title=\"V\u00eddeo da Sinch\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/UBR_SeS4jcc\/maxresdefault.jpg\" alt=\"How BPCE increased CTR by 4x with Rich SMS\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=UBR_SeS4jcc#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/UBR_SeS4jcc\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/UBR_SeS4jcc\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=UBR_SeS4jcc\",\n    \"name\": \"How BPCE increased CTR by 4x with Rich SMS\",\n    \"description\": \"BPCE Financement, a subsidiary of France's second-largest banking group, partnered with Sinch to create engaging customer experiences through Rich SMS. Learn how they used gamified messaging to educate customers about revolving credit while maintaining regulatory compliance.\",\n    \"uploadDate\": \"2025-03-11T00:13:46+00:00\",\n    \"duration\": \"PT3M32S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Muitos dos nossos clientes n\u00e3o est\u00e3o familiarizados com o cr\u00e9dito rotativo ou com a melhor forma de utiliz\u00e1-lo&#8221;, explica C\u00e9line Kerrec, head de marketing e comunica\u00e7\u00e3o do BPCE. &#8220;Precis\u00e1vamos de uma forma de tornar essa informa\u00e7\u00e3o mais acess\u00edvel e envolvente, sem sair da nossa estrutura regulat\u00f3ria.&#8221;\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Descobrindo maneiras inovadoras de se conectar com clientes<\/strong>\u00a0<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trabalhando com diferentes segmentos de clientes, desde os mais familiarizados com o cr\u00e9dito rotativo at\u00e9 quem precisa de mais orienta\u00e7\u00e3o, o BPCE necessitava de uma solu\u00e7\u00e3o que pudesse oferecer experi\u00eancias personalizadas em grande escala.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;A comunica\u00e7\u00e3o banc\u00e1ria tradicional \u00e0s vezes pode parecer r\u00edgida&#8221;, diz C\u00e9line. &#8220;Quer\u00edamos inovar dentro das nossas restri\u00e7\u00f5es para criar algo mais envolvente para os nossos clientes.&#8221;\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Foi isso que levou o BPCE a fechar uma parceria com a Sinch em 2017, utilizando <a href=\"https:\/\/sinch.com\/apis\/messaging\/rich-sms\/\">Rich SMS<\/a> tecnologia para transformar a sua comunica\u00e7\u00e3o com o cliente.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Criando uma jornada interativa<\/strong>\u00a0<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na primavera de 2024, o BPCE lan\u00e7ou uma campanha m\u00f3vel inovadora que inclu\u00eda um minijogo com o tema de ciclismo. Ao receber o SMS avan\u00e7ado, os clientes s\u00e3o direcionados para uma landing page segura e otimizada para dispositivos m\u00f3veis, onde podem participar de uma experi\u00eancia interativa.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;O jogo guia os clientes por uma jornada virtual de ciclismo&#8221;, explica Carla Chanca, gerente de campanhas de marketing no BPCE &#8220;Em cada etapa, eles descobrem os principais benef\u00edcios do cr\u00e9dito rotativo, fazendo com que o componente educacional pare\u00e7a natural e envolvente.&#8221;\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A experi\u00eancia foi projetada para ser fluida, mantendo os clientes no ambiente seguro do BPCE durante toda a sua jornada. Depois de concluir o jogo, os clientes podem acessar facilmente um simulador de financiamento e enviar solicita\u00e7\u00f5es de cr\u00e9dito diretamente do seu dispositivo m\u00f3vel.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Resultados que superam as expectativas<\/strong>\u00a0<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A campanha apresentou resultados excepcionais em todas as m\u00e9tricas. A taxa de cliques de 8% foi quatro vezes maior que a m\u00e9dia do BPCE, e 85% dos clientes que clicaram interagiram com a experi\u00eancia interativa.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O mais impressionante \u00e9 que a campanha dobrou a taxa de convers\u00e3o em compara\u00e7\u00e3o com as campanhas padr\u00e3o.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"907\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-1024x907.png\" alt=\"Tela de dispositivo m\u00f3vel para um jogo promocional para ganhar uma viagem ou vales-presente. Inclui instru\u00e7\u00f5es para mover um ciclista e um bot\u00e3o para iniciar\" class=\"wp-image-153694\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-1024x907.png 1024w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-300x266.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-768x680.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image.png 1518w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;O que \u00e9 particularmente empolgante \u00e9 que alcan\u00e7amos esses resultados mesmo incluindo v\u00e1rias etapas interativas&#8221;, destaca Carla. &#8220;Embora os clientes tivessem que se engajar mais do que nas nossas campanhas habituais, observamos uma taxa de convers\u00e3o significativamente mais alta.&#8221;\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Uma parceria baseada em inova\u00e7\u00e3o<\/strong>\u00a0<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para o BPCE, trabalhar com a Sinch abriu novas possibilidades para o engajamento do cliente, mantendo o seu compromisso com pr\u00e1ticas banc\u00e1rias respons\u00e1veis.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Atuar em um ambiente regulamentado, na verdade, nos incentiva a ter mais criatividade&#8221;, afirma C\u00e9line. &#8220;A Sinch entende as restri\u00e7\u00f5es do nosso setor e nos ajuda a encontrar solu\u00e7\u00f5es inovadoras que funcionam dentro desses limites.&#8221;\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O sucesso desta campanha validou a abordagem do BPCE de combinar educa\u00e7\u00e3o com engajamento, estabelecendo um novo padr\u00e3o de refer\u00eancia para o marketing digital no setor banc\u00e1rio. Olhando para o futuro, o BPCE continua explorando novas formas de aproveitar a tecnologia de SMS avan\u00e7ado para criar conex\u00f5es significativas com os seus clientes.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Esta campanha provou que podemos equilibrar com sucesso os requisitos regulat\u00f3rios com a cria\u00e7\u00e3o de uma experi\u00eancia do cliente envolvente&#8221;, conclui C\u00e9line. &#8220;Trata-se de encontrar maneiras criativas de agregar valor para os nossos clientes, sem perder a sua confian\u00e7a.&#8221;\u00a0<\/p>\n","protected":false},"author":16,"featured_media":153704,"template":"","meta":{"_acf_changed":false},"class_list":["post-210120","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como o BPCE educa clientes via mensagens gamificadas | 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