7 out of 10 Filipinos do not have a bank account because they think they can’t afford it. So we changed the way Filipinos perceived savings accounts -- by telling them it was a way to leave a legacy. That was how we launched BPI Pamana - A savings account and insurance in one.
The campaign used the concept of baon—items that parents prepare for children to bring with them—to show its audience that saving for the future wasn’t just for them; it was for their family. BPI Pamana launched with a short film entitled “Baon,” which was about a mother, a daughter, and a red lunchbox that symbolized the desire to foster the family’s future.
More than 12,000 BPI Pamana Savings were opened. The year’s target was reached in just 6 months, with 25% of customers opening a bank account for the very first time. The short film was shared nearly 25,000 times, gaining over 76,000 reactions and 2.4 million views.
Media: Web Film
Category: Finance & insurance
URL: https://www.facebook.com/bpi/v...
Client: Bank of the Philippine Islands
Agency: MullenLowe Philippines
Production: Straight shooters
Country: Philippines
Director: Pepe Diokno
Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abi Aquino
Creative Director: Rene Dominguez
Copywriter: Hannah Portugal
Art Director: Abi Montana Santillan
Producer: Nelson Naungayan
Executive Producer: Ruth Colacion
Business Director: Nina Cruz Zialcita
Planner: Viboy Palillo
Account Director: Mel Tomas Jimenez
BPI
Financial Products and Services Group Head: Simon R. Paterno
Deposits Product Management Head: Chinky Lukban
Float Product Manager: Carmina Marquez
Product Manager: Ailee Canlas
Marketing Assistant: KC Santos
Strategic Brand Management Head: Tricia Quiambao
SBM Brand Building Officer: Dana Solidum