FirstBank Launches New Campaign with Tennis Ace Mónica Puig
SAN JUAN – With a strong second position in the Puerto Rico banking market, FirstBank shared this year’s achievements and plans for continued growth through an alliance with Puerto Rican tennis player and first Olympic Gold Medal winner Mónica Puig, as the institution’s new spokesperson.
“For the past two years, FirstBank made great strides in spite of the challenging economic environment. The franchise reached more than 500,000 customers through all business lines, and expanded its automated teller machines [ATM] and point of sale [POS] networks. In deposits, FirstBank exceeded the $5 billion figure, an increase of more than 3% in a declining market,” Aurelio Alemán, FirstBank’s president and CEO, commented during a press conference.
During 2015 and 2016, Alemán said FirstBank had a strong loan origination in both the consumer and commercial segments, exceeding $3 billion. It also increased its mortgage originations as well as credit cards, reaching a market share of 30% and 16%, respectively.
According to recent market research studies, FirstBank has maintained its leadership position of personalized service within the commercial bank category, Alemán noted.
“In addition, the institution’s ‘Todo está en uno’ positioning ranked No. 2 for brand recall. The sum of all these achievements solidifies FirstBank’s position as the second bank in Puerto Rico,” Alemán indicated.
FirstBank maintains the No. 1 position in the U.S. Virgin Islands and obtained a 1% market share in South Florida, an extremely competitive market, making FirstBank the largest Puerto Rican bank in this region, the FirstBank executive stated.
Alemán presented the financial institution’s plans for continued franchise growth, by enhancing its branch network, ATMs and digital channels functionalities providing clients with an enhanced experience through its alternate delivery channels.
As an integral part of these strategies, FirstBank announced a new partnership with Mónica Puig, as the institution’s spokesperson for Puerto Rico and Florida for the next three years. Details of the deal weren’t disclosed.
“We are very enthusiastic about this new partnership with Mónica. Our priority is to enhance the relationship with our current clients and also, reach a younger market. Mónica’s positive image and the values she gracefully represents will be pivotal to attract this segment. Mónica’s journey, on and off the tennis court, as well as the values she depicts – dedication, focus, effort and passion – resonate with our Institution and our employees,” Alemán said.
FirstBank launched this alliance presenting an evolution of its positioning and slogan “Todo está en uno” with a new brand campaign named Values. This campaign, produced in Puerto Rico, with FirstBank employees, recreated Mónica’s Olympic Gold-Medal match game and presents an analogy between her achievement and FirstBank’s tagline.
“The unforgettable moment, which will go down in history, is the best example of what it means ‘Todo está en uno,’” Alemán added.
The new campaign will have TV, cable and digital media executions, outdoor, branch POP material and a digital media application, “Regala Oro.” This Facebook app encourages users to create a video of a “special someone inspiring them to be focused, passionate, and perseverant to accomplish great things.”
“We just turned 68 this past October, and what we have presented here is just the beginning. We have new business plans and products that we will present throughout the year with the support of our spokeswoman, Mónica Puig, on our way to our 70th anniversary in 2018,” Alemán added.