Bombai And Banco de Bogota Launched A Historic Loan In Colombia To Connect Young People

May. 26, 2022

The Estéreo Picnic Festival (FEP), today consolidated as one of the most important music festivals on the continent, expects to gather 2022 more than 120,000 people between March 25 and 27 in Bogotá. Its attendees are mostly young people who share many characteristics, among them, a particular resistance to the Colombian financial system.

So how to insert the brand of a bank into the festival?

Alejandro Gómez, creative director of the campaign explains:

"The challenge is not trying to disguise the bank within the event, hoping that attendees will change their opinion instantly.That's why we decided to act like a bank and do what he does best: a financial product, but this time designed exclusively for the event and music fans. The first credit in the world that lends you for a festival ticket."

 

The credit, 100% digital with a special rate of 1.50% NMV, will finance amounts from $400,000 to $20,000,000 ($USD 100 - $USD 5,000) with payment terms ranging from 12 to 72 months.

Alejandro Gómez added:

"The first loan of a generation and the first contact of many with a bank, a loan with the lowest interest rate in the bank's history, which was requested digitally and was approved and disbursed in 10 minutes."

 

The financial entity was also part of the FEP offering a payment gateway to avoid the use of cash during the event. It also delivered the "Banco de Bogotá Stage", a platform that promoted local artists and that included the participation of Urdaneta, Diamante Eléctrico, The Drums, King Gizzard & The Lizard Wizard, among others, and made available to clients and non-clients of the entity, a zone of experiences.

Daniel Osorio, Executive Director of Bombai, the agency in charge concluded:

"I think that with this initiative we managed to make the Banco de Bogotá brand relevant at a time when brands need to understand that people are very euphoric about leaving, but it comes from a pandemic."

 

The graphic campaign was aired on digital platforms and in the streets of Bogotá.