Nubank promotes the end of the ‘cancellation era’ to present NuCel benefits

São Paulo, October 17, 2025 – Nubank carried out an innovative campaign on October 17th to present the advantages of NuCel. The initiative at Shopping Metrô Santa Cruz featured the ‘Casa do Cancelamento’ (House of Cancellation) with the presence of singer Karol Conká, who celebrated with the public a new approach to mobile telephony—one that is more transparent, flexible, and digital.

The ‘Casa do Cancelamento,’ made of glass and installed in the shopping center, was inspired by the artist’s journey. This time, Karol spent a few hours in isolation trying to cancel her previous relationship until she was finally free to try NuCel, the operator with which everyone can have a transparent relationship that no one will want to cancel.

“NuCel was born with the same purpose that has always guided Nubank: to give people back control. Based on this premise, we developed a story that connects with the experiences many people have already had with their operators: relationships that are not very transparent, full of unwanted surprises, to the point of making anyone want to cancel. NuCel came to transform this scenario, combining autonomy, freedom, and excellence in customer service,” explains Isabela Abbês, Nubank’s marketing director.

“After everything I’ve been through, going through the cancellation totally changed the way I see my freedom. I understood the importance of the power of choice, what I keep and what I leave behind. This campaign tells a story that touches on these points, which is completely relevant to me,” says Karol Conká.

Created by Nubank’s creative team, with strategy by Tastemakers, the campaign also includes a main film featuring Karol Conká for open TV (with insertions in Jornal Nacional and during the soap opera break) and social media, reinforcing the arrival of the cell phone operator you won’t want to cancel.

NuCel plans are purchased directly in the Nubank app in a 100% digital way, without loyalty contracts and with standard Nubank customer service. Over the last year, NuCel has become an even more complete option: in addition to eSIM, customers can also request the physical chip via the app, receive it at home free of charge, and have access to the exclusive GB Reserve feature, which stores extra gigabytes when a plan is purchased. Recently, the plans have also become more competitive: 25GB for R$ 45 per month, 30GB for R$ 60 per month, and 40GB for R$ 70 per month, with all GB available for use on any application.