Summary
Banco Popular Dominicano’s “The Bank of Ideas” 60th anniversary campaign celebrated six decades of supporting and helping Dominicans’ ideas become a reality. It aimed to strengthen the financial institution’s position as an innovative, community-focused brand.

Goals included improving stakeholder perceptions, increasing media mentions, and boosting positive service experiences forretail and young customers. Strategies involved digital storytelling, community engagement, and strategic partnerships to highlight the bank’s commitment to sustainability and customer-centric initiatives. Ultimately, it successfully increased brand awareness, engagement, and positive sentiment, positioning the bank for future growth and innovation for years to come.

Objective/Brief
This year, we proudly celebrate our 60th anniversary as an opportunity to propel the Popular brand into the future, solidifying our reputation and vision as a stronger, sustainable, and customer-focused institution. Our corporate vision has driven us to become national leaders in corporate responsibility, and our goal is to further strengthen our position as the most sustainable financial group in the Dominican Republic and the Caribbean.

Additionally, we aim to continue creating opportunities that fulfill the aspirations of individuals, businesses, and institutions in the DR. Beyond commemorative activities, we are leveraging this occasion to launch a communications campaign that disseminates institutional messages and actions, leaving a lasting legacy for present and future generations.

We have established both communications and business objectives, including:

1. Increasing positive perception among stakeholders in reputation studies.
2. Boosting media mentions related to the 60th anniversary that highlight our corporate purpose, institutional values, and transformative leadership.
3. Enhancing the positive perception of the service experience among retail banking customers and young people.
4. The success of our campaign will be measured through:

• Customer Engagement Metrics: Number of interactions on social media platforms, website traffic, and participation in interactive events.
• Brand Reputation Metrics: Media coverage, public sentiment analysis, and customer feedback.

Strategy
The “The Bank of Ideas” campaign strategically targeted key consumer and stakeholder groups, including retail banking customers, employees, young Dominicans (under 30 years old), and the broader national audience. Insights from our annual reputation report, conducted by global market research leader IPSOS, along with weekly social media reports and customer feedback from our branch offices, revealed preferences and behaviours of our target audience. These insights guided a clear, differentiating strategy.

Key findings included the need for the Popular brand to feel closer to society and the retail banking segment, as well as the importance of highlighting employees’ strong sense of pride in the organization. The campaign leveraged multiple platforms—television, digital, print, and radio—to maximize reach and engagement. Social media and influencers played a pivotal role, with third-party generated content and hashtags #ElBancoDeLasIdeas and #60AñosCumpliendo resonating strongly.

The campaign’s success was measured through customer engagement and brand reputation metrics. This strategic approach effectively improved brand perception, increased positive mentions, and achieved high levels of interaction. The campaign positioned the bank as “The Bank of Ideas,” strengthening its reputation and relevance in a socially challenging environment, such as an election year.

Execution/Implementation
The central theme, “60 años cumpliendo,” celebrates past achievements while looking forward to new innovations. This theme is consistently reflected across all campaign materials. We launched the campaign on with a high-impact film screened simultaneously on major national channels during prime time, celebrating the bank’s history and future vision.

We executed a comprehensive media plan that includes print ads, digital out-of-home advertising, social media campaigns, and content shared by influencers and internal ambassadors. A song by Latin Grammy-nominated artist Techy Fatule became the anthem for our anniversary celebrations, and our campaign tracked various engagement metrics, showing a significant increase in positive social media interactions.

• Our multi-channel approach to reach a diverse audience includes:
  Digital Media: Engaging content on social media platforms, interactive timelines, and digital storytelling to reach tech-savvy
  and younger audiences.
• Launching event: where we hosted more than 1000 clients and allies to present the TV spot on a setting full of details and an interactive wall where participants share their ideas, illuminated by UV lanterns, symbolizing our role in bringing ideas to life. https://youtu.be/FI1iZGAusbE?si=PHPiB6hKSYqnatpb
• Traditional Media: Advertisements in major newspapers, TV spots featuring customer testimonials and success stories, and radio broadcasts to reach a wider demographic.

To amplify our campaign’s reach and impact, we engage in strategic collaborations with:
Influencers and Advocates: Partnering with influencers and sustainability advocates to expand the campaign’s reach and credibility.
Educational Institutions: Collaborations with schools and universities to promote financial literacy, sustainability education, and entrepreneurship. Our campaign also includes promotional materials linked to the 60th anniversary, an institutional documentary based on the book of historical milestones from our 60 years, and testimonial videos from clients who have been positively impacted over the past six decades.

Campaign Effectiveness
The impact of Banco Popular Dominicano’s campaign, “When Your Ideas Come True,” on target audiences’ attitudes and opinions was significant and measurable through various metrics. The campaign achieved a massive reach across multiple platforms, including print media, digital media, television, and radio. In print media, the campaign reached an estimated readership of 743,868 people and was featured on numerous television and radio programs, boosting its visibility and market penetration. On social media, the campaign reached over 4 million people, generating 406,548,900 impressions and 9,109 interactions over six months, reflecting high audience engagement and participation.

The perception of the campaign on social media was predominantly positive, with a 24% increase in positive mentions compared to the previous year’s average. The hashtags #ElBancoDeLasIdeas and #60AñosCumpliendo appeared in 75% of the mentions, indicating strong resonance with users. Overall sentiment towards the campaign was 100% positive on platforms like X (formerly Twitter), and Instagram emerged as the leading conversation network for the bank due to its visual appeal.

The conventional media strategy also had a notable impact. The campaign took over 940 digital screens nationwide for an entire day, and the purchase of open television slots for two consecutive months reached over 3 million unique viewers, representing 51.97% of the national population. In cinemas, the 150-second commercial was broadcast on 15 screens in 10 cinemas, reaching 950,000 people—a significant achievement in national advertising.

The IPSOS Ad Tracker Report for Banco Popular Dominicano reveals that our institutional campaign had a positive impact on the brand’s perception, particularly in terms of trust and favorability. 53% of respondents reported an increase in their level of trust in the bank after seeing the campaign, while 54% stated that their favorability toward the institution also improved. This effect was more pronounced among those who already had a positive opinion of the bank, but it also influenced 37% of participants who initially had an unfavorable perception, successfully changing their view after being exposed to this campaign. The combination of an inspiring message, emphasis on trajectory and innovation, and the use of digital media and television allowed the campaign to strengthen relationships with existing customers and generate interest among new segments who remained skeptical of the banking sector.

These results demonstrate that the campaign not only reached a broad audience but also improved brand perception and engagement, directly contributing to the bank’s business objectives. The increase in positive mentions and high level of interaction indicate that the target audiences not only received the message but also internalized and reacted positively to it, fulfilling the goal of positioning Banco Popular as “The Bank of Ideas” and strengthening its reputation and relevance in the market.