THE MOST POPULAR SONG by J. Walter Thompson San Juan for Banco Popular De Puerto Rico

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THE MOST POPULAR SONG

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Industry Banking, Banking & Financial Services
Media Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Creative Director Miguel Angel Fernandez
Art Director Obed Varela
Copywriter Pablo Torres, Gabriela Bonilla Ocasio
Producer Noro Sebastian
Released May 2012

Awards

Cannes Lions 2012
PR Lions Financial Services, incl. Investor Relations and Corporate Finance Gold

Credits & Description

Type of entry: Sectors & Services
Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: BANCO POPULAR DE PUERTO RICO
Product/Service: BANK
Agency: JWT SAN JUAN, PUERTO RICO
Entrant JWT SAN JUAN, PUERTO RICO
Title: THE MOST POPULAR SONG
DM/Advertising Agency: JWT SAN JUAN, PUERTO RICO
Vice President/Regional Creative Director: Jaime Rosado (JWT San Juan)
Creative Director: Miguel Fernández (JWT San Juan)
Associate Creative Director/Art Director: Johanna Santiago (JWT San Juan)
Associate Creative Director/Copywriter: Lixaida Lorenzo (JWT San Juan)
Interactive Creative Director: Manuel Torres (JWT San Juan)
Copywriter: Pablo Torres (JWT San Juan)
Copywriter: Gabriela Bonilla (JWT San Juan)
Interactive Art Director: Juan Carlos Montes (JWT San Juan)
Interactive Art Director: Daniel Vicente (JWT San Juan)
Producer: Noro Sebastián (JWT San Juan)
Sound Engineer: Carlos Dávila (JWT San Juan)
Video Editor: Mizael Morales (JWT San Juan)
Art Director: Obed Varela (JWT San Juan)
Account Director: Juan Martínez (JWT San Juan)
Account Executive: Cristina Cruz (JWT San Juan)
Account Executive: Cristina Rodríguez (JWT San Juan)
Interactive Account Director: Auribel Chaar (JWT San Juan)
Strategic Planning Director: Luis Pedro Toledo (JWT San Juan)
Describe the campaign/entry
Unemployment is a global crisis. But while the rest of the world struggles to find jobs, Puerto Rico struggles to find people who want to work.
With 60% of the population receiving government handouts, living off welfare has become a common way of life. It’s so customary that it’s celebrated in the greatest salsa hit of all time, a Puerto Rican classic titled 'No Hago Más Ná', which translates to 'I Do Nothing'.
As the largest bank in Puerto Rico, Banco Popular’s success and corporate image depend on the island’s economy. So to help propel it in the right direction, it convinced El Gran Combo to rewrite history.
On August 16, in a simultaneous broadcast through all of the country’s TV and radio stations, the band delivered an inspirational address before unexpectedly releasing a rewritten and rerecorded version of their old hit song with new lyrics that conveyed a completely different message.
The song made it all the way to the top of the charts and became a symbol of the brand. In times when banks are particularly disliked, the campaign increased Banco Popular’s Image and Reputation Index to a record 80%.
Describe the brief from the client
Banco Popular wanted to transform public opinion, not only toward the bank, but also toward the country. To perform such a feat, the bank intended to first spark a debate about the problems that hindered the island’s economic progress.
Extensive surveys conducted among Puerto Ricans of all ages and classes helped us narrow down on pessimism and indifference toward work as the main hurdles that stood in the way of economic progress. Research also showed the issue was relevant to all Puerto Ricans. The bank’s campaign had to truly make everyone listen.


The song quickly became part of Puerto Rican culture, instantly becoming associated with the bank’s brand without even mentioning its name. In times when banks are particularly disliked, the bank’s overall Image and Reputation Index reached a record-high 80%.
The new song immediately climbed all the way up to the top of the charts in 13 radio stations. Each of the thousands of times the song played consisted of 3 minutes of free publicity for the bank.
The song’s overnight success moved Banco Popular to organise a free concert featuring El Gran Combo for over 60,000 spectators.
The popularity of the new tune grew into a movement sponsored by the bank and joined by 100 corporations and community organisations.
It produced documentaries and established grassroots efforts in order to bring together Puerto Rican workers and entrepreneurs, of all ages and classes, committed to the progress of the island.

Creative Execution

On August 15, Puerto Rico’s news waves buzzed with the announcement that El Gran Combo had an important message for the island. It was simultaneously unveiled on every TV and radio station of the country. El Gran Combo delivered an inspirational address before releasing a rewritten and rerecorded version of their hit song, this time with new lyrics that conveyed a completely different message.
The legendary ensemble had just transformed their anthem of laziness into an anthem of work.
The entire country was caught off-guard. No one expected that the group would ever rewrite such a classic. The new song was the talk of every media outlet in the country.
The next day, Banco Popular revealed it was behind the effort by launching a multimedia campaign - linking TV, radio, print, outdoor, web banners, and social - asking consumers to help make the new track the country’s most popular song.


Economies around the world are facing high unemployment. But the Puerto Rican economy faces an even greater crisis. While the rest of the world struggles to find jobs, Puerto Rico struggles to find people who want to work. With 60% of the population receiving government handouts. Living off welfare is a common way of life.
As the largest bank in Puerto Rico, Banco Popular’s success and corporate image depends on the island’s economy. In a time when banks are particularly disliked, they had to help propel the population’s morale and the economy it in the right direction.


The country’s dependency on welfare is so common that it’s celebrated in the greatest salsa hit of all time, a Puerto Rican classic titled 'No Hago Más Ná', which translates to 'I Do Nothing'.
The song, a journey through a day of a lazy man who’s proud of his welfare-financed lifestyle, is one of the greatest hits of El Gran Combo, the most famous salsa band in the world. Their fame is such that the New York Times placed them in the same league as The Rolling Stones as influencers and ambassadors of culture. They’re one of the few musical acts in Puerto Rico that appeal to listeners of all generations and social spheres.
In order to spark the debate and make everyone listen, the bank’s strategy was to convince El Gran Combo to rewrite history.