Unbanking the Bank.
Helping a challenger brand find a passing lane.
We worked with Oriental Bank, Puerto Rico’s second-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.
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.
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.
Growing in a shrinking market.
Since Hurricane Maria in 2016, Puerto Rico has seen a number of professional-class people emigrate to the mainland United States. Despite that, we have worked with Oriental Bank to successfully grow their business and market share in the years since.