THE FLOATING BANK by Circus Grey Lima for Bcp (banco De Credito Del Peru)

THE FLOATING BANK

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Peru
Agency Circus Grey Lima
Director Milovan Radovic
Executive Creative Director Jose Luis Rivera Y Pierola
Art Director Carlos Tapia - Piero Oliveri, Claudia Del Carmen
Producer Eduardo Guerra, Gabriel Quijano
Account Supervisor Valeria Malone
Released July 2011

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: BANCO DE CREDITO DEL PERU
Product/Service: AGENTE BCP
Agency: CIRCUS
General Creative Director: Juan Carlos Gomez De La Torre (Circus)
Executive Creative Director: Jose Luis Rivera Y Pierola (Circus)
Art Director: Piero Oliveri (Circus)
Account Manager: Marta Dias (Circus)
Account Supervisor: Valeria Malone (Circus)
Agency Producer: Renzo Zuleta (Circus)
Advertising General Manager: Ernesto Melgar Del Risco (Banco De Credito Del Peru)
Director: Milovan Radovic (Patria)
Executive Producer: Alejandro Noriega (Patria)
Producer: Eduardo Guerra (Patria)
Sound Design: Franjo Antich (Megafono)
Assitent Director: Kiko (Patria)
Art Director: Claudia Del Carmen (Patria)
Producer: Gabriel Quijano (Patria)
Media placement: Event - CNN, newspaper and radio and digital media. - 6 July 2011

Summary of the Campaign
To build on the perception that BCP is a bank that provides most access to Peruvians. The target audience: journalists from specialised and mass media.

To reach our objectives we decided to take BCP where no bank has ever been before and open the first bank in Titicaca Lake, the highest lake on earth, where 3,000 families live on floating islands made out of straw.

In order to adjust the bank to this peculiar way of living we’ve created the Floating Bank, a floating branch that provides almost every bank service: open accounts, paying bills, credits, withdrawals and deposits. The Floating Bank opened on July 2011 and today there are 4 floating banks operating in Titicaca Lake.

The Situation
The Peruvian economy has been growing over the past 15 years. However, due to geographical conditions there are still remote areas in Peru where no bank has ever been before.

The Goal
To build on the perception that BCP is the bank that provides most access to Peruvians. The target audience: journalists from specialized and mass media.

The Strategy
To reach our objectives we decided to take BCP where no bank has ever been before and open the first bank in Titicaca Lake, the highest lake on earth, where 3,000 families live on floating islands made out of straw.

Execution
In order to adjust the bank to this peculiar way of living we’ve created the Floating Bank, a floating branch that provides almost every bank service: open accounts, paying bills, credits, withdrawals and deposits. The Floating Bank opened on July 2011 and today there are 4 floating banks operating in Titicaca Lake.

Documented Results
- 100% of Titicaca’s families use BCP Floating Bank.
- The news was spread in 29 media including TV, radio, press and digital media.
- The news reached an audience of 4,000,000
- The Floating Bank platform was so successful that BCP bank will also launch it in the Amazon River.
- BCP is recognised as the bank that provides most access to Peruvians and promotes social inclusion all over the country.