Estrategia para BanBif: Lanzamiento de “Hola Bank”
Date
2021-03-23
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
El presente trabajo se realizó con el fin de presentar una campaña de lanzamiento para el
nuevo producto digital de BanBif, Hola Bank. El objetivo principal de esta campaña fue
posicionar a Hola Bank como el primer banco 100% digital del Perú con una personalidad
moderna, tecnológica y humana, y llegar a 50 mil usuarios activos en el primer mes de
lanzamiento. A partir del brief recibido se realizó una investigación a profundidad abarcando
la coyuntura y competencia nacional e internacional para obtener referencias. En este proceso
se usó las herramientas Social Listening, Coolhunting y encuestas. En los resultados se ve
que, debido a la cuarentena, se han masificado propuestas tecnológicas digitales en los bancos
tradicionales y nuevas plataformas fintech; lo que podría generar que la aparición de un banco
“100% digital” pase desapercibido. Sin embargo, se identificó un insight principal, el cual
consiste en que los clientes sienten que la relación con su banco es unidireccional y vertical,
a partir de cual se decidió trabajar con un apalancamiento de atributos, donde el atributo
paraguas o central es la atención 24 horas. Se propuso el recurso creativo, prosopopeya, para
presentar el rol de Hola Bank con sus consumidores de una manera más cercana, entendible
y humana.
This investigation is carried out in order to present a launch campaign for BanBif's new digital product, Hola Bank. The main aim of this campaign was to position Hola Bank as the first 100% digital bank in Peru with a modern, technological and human personality, and to reach 50 thousand active users in the first month of launch. From the received brief, the indepth investigation began, covering the conjuncture and national and international competence to obtain references. Social Listening, Coolhunting and surveys tools were used in this process. The results shows that due to quarantine, digital technological proposals have been massified in traditional banks and new fintech platforms; what could generate the appearance of a "100% digital" bank go unnoticed. However, was identified a main insight, which is that the clients feel that the relationship with their bank is one-way and vertical. From which it was decided to work with a leverage of attributes, where the central attribute is 24-hour attention and the creative resource, prosopopeia, was proposed to present the role of Hola Bank with its users in a closer, understandable and human way.
This investigation is carried out in order to present a launch campaign for BanBif's new digital product, Hola Bank. The main aim of this campaign was to position Hola Bank as the first 100% digital bank in Peru with a modern, technological and human personality, and to reach 50 thousand active users in the first month of launch. From the received brief, the indepth investigation began, covering the conjuncture and national and international competence to obtain references. Social Listening, Coolhunting and surveys tools were used in this process. The results shows that due to quarantine, digital technological proposals have been massified in traditional banks and new fintech platforms; what could generate the appearance of a "100% digital" bank go unnoticed. However, was identified a main insight, which is that the clients feel that the relationship with their bank is one-way and vertical. From which it was decided to work with a leverage of attributes, where the central attribute is 24-hour attention and the creative resource, prosopopeia, was proposed to present the role of Hola Bank with its users in a closer, understandable and human way.
Description
Keywords
Publicidad--Planificación, Medios digitales--Comunicación, Campañas publicitarias, Bancos--Publicidad, Consumidores--Perú
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