In big bad economic times, the answer could be small.
After seven years of recession in Puerto Rico, 2014 has been even worse. Puerto Rico’s credit rating was downgraded to junk status.
Banco Popular de Puerto Rico and JWT San Juan combined to foster something good out of a bad situation. In a static economy, what should you promote but the real source of economic energy and enterprise?
They created the unique “My Bank, My Space” campaign, giving over the entire media and advertising budget to small businesses.
The bank built a full-fledged production studio and invited small-business owners to record original ads for TV, radio, print, digital and point of purchase; 140 TV ads, 140 radio spots, and 50 print ads in a week, co-branded with the bank’s identity. The bank also released a new digital platform to give customers the tools for online marketing.
The bank’s entrepreneur customers, who otherwise have no access to mass media, are promoting their products and services in every main media outlet for a year. Puerto Rico’s press has profiled the business owners, adding even greater media exposure.