The Challenge

Achieve Costa Ricans to identify Banco Nacional as an indispensable bank for the country, leader in the market, innovative, solid, with universal services and able to generate social and economic (financial) development.

The Solution

To create a campaign focused on the progress of Costa Ricans by embracing their slogan: Más Cerca de Usted (Closer to You) Taking into account that all Costa Ricans want to improve their lives, that all Costa Ricans want a better country, a developed country; that is something that we will achieve with our efforts guided by a vision of progress: To be Closer (Más Cerca) every day.

The campaign for Banco Nacional promoted improvement and inspired personal growth, and therefore development  and growth for Costa Rica.

The Results

Leadership was kept in terms of positioning of the bank from February to December 2006, the level of "Top of Mind" for the bank increased by 32,6% People perceived Banco Nacional as a bank close to them, that they can count on for any situation in life.