Customer-centric Marketing Campaign Wins Customers, Earns Awards for BPI

In the photo are (L-R): Head of Brand Building Maya Del Rosario, Marketing Assistant Kath Tornea, Head of PR and Corporate Communications Rita Canchela, VP and Head of Brand BPI Mita Gozar, Head of Digital Market Development Virginia Brocka, Digital Marketing Officer Gerauld Rivera, Marketing Assistant Marie Vargas, and Corporate Communication Officer Marivi Galisanao


Many companies and marketing professionals will agree that when it boils down to it, customer-centrism is easier said than done. The inclination to allocate more resources to product-oriented marketing and advertising communications often emerges the winner in corporate war rooms.


While Bank of the Philippine Islands (BPI) has embraced customer-centrism in product and service development as well as branch banking operations throughout its history, its brave shift favoring needs-based communications over hard-sell marketing peaked in the recent years. The results: increased customer patronage and loyalty reflected in the company’s revenues and profitability.


Distinct in BPI’s marketing communication materials is its focus on the customer – who he is, what needs arise with his circumstances, how the bank can help him, and which modes of communication he can best be reached. This approach is still contrary to many campaigns driven by sales targets, where products are sold on features.


Dubbed "Talk to Us", BPI's continuing campaign co-developed with McCann Erickson, recognizes that every Filipino's financial needs are unique, thereby requiring tailor-fit solutions. It highlights real-life financial concerns confronting today's individuals and families in television, print and digital advertisements. The bank’s messages end with open invitations for consumers to consult and talk to BPI, so together they can arrive at easy solutions.


“We strongly believe in the importance of having conversations with people. By doing so, we can listen first and understand a person's unique circumstances.  As a result, we do not push products to him, but recommend the right financial solution that will satisfy his needs and make life easier for him,” explained BPI Senior Vice President and Chief Marketing Officer Ms. Marie Josephine Ocampo. 


By venturing into the various available social media platforms, BPI continues to demonstrate its commitment to truly break down the barriers of communication between the bank and the public. BPI is now on Facebook ( and Twitter (@talktoBPI) for the benefit of the millions of Filipinos who may find it easier and less intimidating to converse and consult with the bank over media they readily access on a daily basis.


Consistent with its tradition of innovation and technical advancement, BPI also invested in the development of BPI Bankers Online App, a private messaging channel for financial consultation and customer service. Behind BPI Bankers Online are real, trained bank officers, adept at scoping and helping address the money issues of Filipinos here and abroad.



Multiple Awards: International and Local


Aside from contributing to positive business results, Talk to Us bagged multiple awards, which further affirm the bank’s move towards needs-based and customer focused messaging.


The International Association of Business Communicators (IABC) in its World Conference in New York last June, awarded BPI with the Gold Quill Award of Excellence for Talk to Us and the Gold Quill Award of Merit for Talk to Us on Facebook. 


The digital components of BPI’s Talk to Us campaign were lauded by the Public Relations Society of the Philippines with an Anvil Award of Merit while the Banking and Payments Asia Trailblazer Awards recognized BPI’s social media programs for Channel Excellence in Social Media. 


PANA awarded BPI with a Bronze PANATA Award, and the UA&P-led Tambuli Awards gave BPI Bronze and Silver Awards for Talk to Us and Talk to Us on Facebook, respectively.




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    Ms. Rita Canchela
    Head, Corporate Communications
    Bank of the Philippine Islands
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