Bancolombia: When reputation is used to transform - The power of centennials

Bancolombia, a financial services company, created a connection between its brand and sustainability in Latin America by launching an online film series that showed its CEOs meeting with young centennials to discuss the topic.

Summary

The challenge

Change the negative conversation around the bank.

The insight

Actions are worth more than words.

The idea

Stop talking about numbers, loans and rates and start driving forceful actions around sustainability.

Period: 8/22/19 - 11/30/19

We created the first documentary series that confronted powerful businessmen, with young activists who want to change the world.

The results

71% positive sentiment.

First place in the Merco Corporate Reputation study.

6 projects with high impact on sustainability for the region.

Why is this case worth a marketing effectiveness award?

In social networks, banking is usually very punished. Every post is attacked...

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