BPI Pamana Case Film

Описание: 7 out of 10 Filipinos do not have a bank account because they think they can’t afford it. So we changed the way Filipinos perceived savings accounts -- by telling them it was a way to leave a legacy. That was how we launched BPI Pamana - A savings account and insurance in one.

The campaign used the concept of baon—items that parents prepare for children to bring with them—to show its audience that saving for the future wasn’t just for them; it was for their family. BPI Pamana launched with a short film entitled “Baon,” which was about a mother, a daughter, and a red lunchbox that symbolized the desire to foster the family’s future.

More than 12,000 BPI Pamana Savings were opened. The year’s target was reached in just 6 months, with 25% of customers opening a bank account for the very first time. The short film was shared nearly 25,000 times, gaining over 76,000 reactions and 2.4 million views.


BPI
Financial Products and Services Group Head: Simon R. Paterno
Deposits Product Management Head: Chinky Lukban
Float Product Manager: Carmina Marquez
Product Manager: Ailee Canlas
Marketing Assistant: KC Santos
Strategic Brand Management Head: Tricia Quiambao
SBM Brand Building Officer: Dana Solidum

MULLENLOWE Philippines
Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abi Aquino
Creative Director: Rene Dominguez
Copywriter: Hannah Portugal
Art Director: Abi Montana Santillan
Strategic Planner: Viboy Palillo
Business Unit Director: Nina Cruz Zialcita
Account Director: Mel Tomas Jimenez
Producer: Nelson Naungayan

Production House: Straight Shooters
Director: Pepe Diokno
Executive Producer: Ruth Colacion