Banco Popular: The most popular song

This case study describes how Banco Popular, the banking group, confronted a social norm of welfare dependency in Puerto Rico through music.

Banco Popular: The most popular song

Luis ToledoJWT Puerto Rico

Summary – the most popular song

Puerto Rico is in the middle of a seven-year economic recession. This is a very challenging environment for any business, but especially for our client, Banco Popular, whose market penetration is about 46%.

In order to cope with this difficult situation, Banco Popular increased its service charges and took some other unpopular measures that affected its emotional bond with consumers, and its ability to attract and retain customers.

We devised a strategy to reconnect the brand to its essence of "Propeller of...

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