2024-04-19 02:43:09
Puerto Rico is a recognized global platform for musical talent, with a variety of rhythms and genres that represent its cultural richness. Based on this influence, Banco Popular announced a new campaign entitled “We Follow Your Rhythm”. The bank used the music analogy to capture the diversity of its customers, the wide range of their banking preferences, and the ways Popular meets those banking needs.
news-body-cta">This press release includes multimedia. See the full statement here:
Tommy Torres (Photo: Business Wire)
“Over the last 130 years, Popular has evolved with cultural, social and economic changes to ensure optimized and efficient service. We always move at the pace of our customers, understanding their preferences and constantly transforming our offer to meet their needs, so that they can carry out their transactions in an agile and simple way”, said Ignacio Álvarez, president and CEO of Popular.
“We Follow Your Rhythm” positions Popular as a bank that offers a wide range of financial services through digital and traditional channels. “We want to highlight our convenience and accessibility, which help us build the future, while inclusively serving different generations of customers. We also want to present a more modern brand that contributes to our solid recognition and local evolution”, said Denise Draper, Marketing division manager at Popular.
The campaign was developed in collaboration with RosadoToledo& and recorded by production company Metrópolis. It relies on local staff and musicians, including maestro Ángel “Cucco” Peña for composition and arrangement. It also includes students from the Banco Popular Foundation music programs and the Arturo Somohano Philharmonic Orchestra. The digital elements of the campaign were created in collaboration with Contáctica.
“At the heart of this campaign is our new corporate purpose: putting people at the center of progress. We also use music to create a connection with our customers and humanize their unique way of banking,” added Patricia Vigoreaux, Vice President of Marketing at Popular.
A custom sonic score, composed by Puerto Rican singer-songwriter Tommy Torres, helps audiences connect with Popular through sound.
“We are in the process of modernizing the Popular brand and we wanted to connect with people through a sound that differentiates us. We are grateful to Tommy Torres for participating in this project,” said Eduardo Negrón, executive vice president and manager of Popular’s Administration group.
“Tommy has created a sound that is recognizable, that identifies our roots and culture, appeals to all the markets we serve (Puerto Rico, United States and Virgin Islands) and connects the customer to the essence of our brand,” added Negrón.
The campaign and sound brand will launch on April 18 and will run on television, print and online.
The original language text of this announcement is the official authorized version. Translations are provided as a facility only and must refer to the text in the original language, which is the only version of the text that has legal effect.
View original version on businesswire.com:
Videos:
https://mms.businesswire.com/media/20240418440295/pt/2102651/19/BP-ENDTAG-AUDIOLOGO.mp4
https://mms.businesswire.com/media/20240418440295/pt/2102718/19/SEGUIMOS_TU_RITMO_30SS.mp4
Contact:
Natasha Vale
(787) 553-6681
[email protected]
Source: BUSINESS WIRE
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