Banco Popular de Puerto Rico: My Bank, My Space

It's rare to see a bank give away money--and even rarer to see one give away over a million dollars.But Banco Popular de Puerto Rico has defied all notions in its latest campaign Mi Banco, Mi Espacio (My Bank, My Space). Developed in response to Puerto Rico's struggling economy and credit rating downgrade, the campaign is aimed at stimulating the country's economy and offers local businesses and clients an unprecedented $1.5m in free advertising.
Mi Banco, Mi Espacio positions customers at the center of their nine-month advertising campaign and features 140 Banco Popular clients in their own 30-second TV spot. Each spot blends unique and powerful customer testimonial for Banco Popular’s leading services and promotion for the client’s local business.

After a prolonged recession, the campaign demonstrates Banco Popular’s continued commitment to the success of Puerto Rico and in producing tangible benefits to their clients facing a difficult economy.

The initiative launched in early May when Banco Popular sent a casting call to Puerto Rico’s local and small-business communities inviting them to participate in a full-fledged production studio set up at Plaza Las Américas, one of the largest and most popular shopping centers in the Caribbean. 140 customers were chosen from the nearly 900 business owners who arrived. In just one week, JWT Puerto Rico and Banco Popular developed the entire multi-channel production.

And on April 16th, on every media network in Puerto Rico, Banco Popular featured the spots across all Banco Popular social platforms including their YouTube channel and Facebook page, which boasts over 388,000 followers. More than 100 of these clients also had their stories featured in radio and print.

View the case study here: http://www.jwt.com/en/puertorico/work/mybankmyspace/
And the first 40 spots on Banco Popular’s YouTube channel (Spanish): http://bit.ly/QrGn3c