In the spring of 2014, we were approached by Oriental Bank, Puerto Rico’s third-largest financial institution, to create a disruptive new brand presence in the marketplace that matched their innovations in banking. We launched an integrated campaign across mass media, digital, events and guerrilla.
Sometimes, the answer is right in front of you. In Spanish, the word “banco” means “bank,” but it also means “bench.” To demonstrate the virtual and online capabilities of Oriental Bank, we used the bench to signify that their bank was literally wherever you were, 24/7/365.
We created a new and disruptive brand position for Oriental Bank based on the fact that they are working to engineer a different, modern, customer-centric bank, using technology to make their brand experience seamlessly integrate with people’s daily lives. And at every point, our prime strategy has been to craft communications that don’t feel like traditional financial marketing.