Banco Popular de Puerto Rico: My bank, my space
JWT Puerto Rico
What were the objectives for the creative work?
For a company like Banco Popular that has a market penetration of almost 50%, setting goals for growth is quite a tough challenge. To exceed them is even tougher, considering that in the banking and finance category, Popular's dominance in its own market is practically unmatched in the world.
By the second quarter of 2014, the bank had experienced no growth in its digital transactions during the previous three quarters.1
Figure 1: MI Banco is Banco Popular's digital platform that integrates all online and mobile transactions. Transactions are measure and the sum of all payments and transfers done digitally. Source: BPPR, Mi Banco Key Stats.
This raised a red flag in the Bank's Marketing Department, which asked us to develop a campaign to break this negative trend.