MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
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MoveMents<br />
the new<br />
world order<br />
Banco Popular / The Most Popular Song<br />
Surprise hit of the year comes courtesy of<br />
Puerto Rico’s largest bank. Showing how<br />
a sense of purpose can be aligned with a<br />
company’s mission (and achieve a PR win<br />
in the process), Banco Popular set out to<br />
revive the country’s economy this year by<br />
effecting a fundamental cultural change.<br />
In Puerto Rico, 60% of the population<br />
lives on government handouts and this welfare<br />
culture is celebrated in the hit song No<br />
Hago Más Ná (‘I Do Nothing’). Based on<br />
this insight, Banco Popular – with agency<br />
JWT, San Juan – approached popular salsa<br />
band El Gran Combo to re-write their song<br />
so that the lyrics extolled the benefits of<br />
work rather than advocating laziness. The<br />
song quickly topped the music charts and<br />
helped spark debate about the local economy<br />
and the country’s future. The campaign<br />
culminated with the bank organising a free<br />
concert (featuring El Gran Combo) for over<br />
60,000 Puerto Ricans in January this year.<br />
The campaign generated $2.3m in earned<br />
media and helped Banco Popular to soar<br />
to an unprecedented 80% on a reputation<br />
index. It won the PR Grand Prix at Cannes,<br />
fulfilling the jury’s criteria of a strong idea,<br />
audience impact and a sense of purpose.<br />
Featured in <strong>Contagious</strong> issue 32.<br />
www.popular.com<br />
www.jwt.com/themostpopularsong<br />
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf<br />
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