THE MOST POPULAR SONG by J. Walter Thompson San Juan for Tourism Ireland

Adsarchive » Radio » Tourism Ireland » THE MOST POPULAR SONG

THE MOST POPULAR SONG

Pin to Collection
Add a note
Industry Transport, travel & tourism
Media Radio
Market United Kingdom
Agency J. Walter Thompson San Juan
Creative Director Miguel Angel Fernandez
Released May 2012

Awards

London International Awards 2012
Radio Branded Content Gold Winner
Radio Use of Music Gold Winner

Credits & Description

Type of entry: Craft
Category: Best Use of Radio as a Medium
Advertiser: BANCO POPULAR DE PUERTO RICO
Product/Service: BANK
Agency: JWT SAN JUAN, PUERTO RICO
Title: THE MOST POPULAR SONG
Entrant: JWT, San Juan
Banco Popular de Puerto Rico - "The Most Popular Song"
Corporate Name of Client: Banco Popular de Puerto Rico
Client Account Director: Antonio Duarte - Pino
Agency Account Directors: Juan Martínez/Cristina Cruz/ Cristina Rodríguez
Radio Station: La X, La Z
Agency: JWT San Juan, San Juan
Global Chief Creative Officer: Jaime Rosado
Creative Director: Miguel Fernández
Associate Creative Directors: Johanna Santiago/ Lixaida Lorenzo/Manuel Torres
Copywriters: Pablo Torres/Gabriela Bonilla
Agency Producer: Noro Sebastián
Recording Studio: Hocus Pocus Audio, San Juan
Audio Engineer: Carlos Dávila
Description of the Project
While the world struggles to find jobs, Puerto Rico struggles to find people who want to work. As the largest bank in Puerto Rico, Banco Popular’s success depends on the island’s economy. They had to help propel it in the right direction. So we convinced El Gran Combo, the most famous salsa band in the world, to rewrite the lyrics to one of their classics – a song that celebrates laziness – giving it a completely different message. We then launched a campaign to make it the most popular song. It quickly rose to the top of the charts. Radio stations included it in their standard rotations, meaning 3 minutes of free publicity for the bank each time the song played. Its success led to a free concert featuring El Gran Combo that attracted 60,000 spectators. It also sparked a debate that inspired a movement of individuals, organizations, and corporations committed to the island. The song became part of Puerto Rican culture, becoming associated with the brand without even mentioning its name, and generated over $2.3 million in earned media. In times when banks are particularly disliked, the bank’s overall Image and Reputation Index reached a record-high 80%.