In Puerto Rico, the main media outlets are still rooted in traditional advertising methods. Brand messages are mostly limited to commercial breaks between programming segments and formatted around standardised time slots.Local programming executives are used to this system and have not yet developed a model flexible enough to accommodate engaging original content that integrates naturally into their programmes, especially when the content deviates from the traditional 30-second spot.To make matters more complicated, US Hispanic networks own the largest local stations, so programming is often retransmitted from other markets. This makes locally produced network content increasingly scarce.Therefore, brand ideas that require unconventional but seamless integration into existing formats often suffer or get killed due to local media outlet’s old habits and restrictions.

In addition, even those brands that bypass integrations and decide to create original content from scratch still face restrictions if they wish to air it through mass media. It is often very expensive, requiring the purchase of entire commercial breaks.In the past, Banco Popular was used to adjusting their campaigns to traditional formats, so they had to work around these hurdles when they decided to create something truly unprecedented for their 2011 institutional campaign.

On August 16, in a simultaneous broadcast through all of the country’s TV and radio stations, the band delivered an inspirational address before unexpectedly releasing a rewritten and rerecorded version of their old hit song with new lyrics that conveyed a completely different message.The song took over the media. A day after, Banco Popular launched a campaign to make it the country’s most popular song. They opened a toll-free number and a Facebook app and linked it to 13 FM radio stations. A campaign of TV, radio, print, outdoor, Pandora banners, and social media drove people to request the tune at any station.

The song made it all the way to the top of the charts and became a symbol of the brand. Each of the thousands of times it was played by DJs on the radio consisted of 3 minutes of free content and publicity for the bank.

The song quickly became part of Puerto Rican culture, instantly becoming associated with the bank’s brand without even mentioning its name. In times when banks are particularly disliked, the bank’s overall Image and Reputation Index reached a record-high 80%. The new song immediately climbed all the way up to the top of the charts in 13 radio stations. Each of the thousands of times the song played consisted of 3 minutes of free publicity for the bank.

The song’s overnight success moved Banco Popular to organize a free concert featuring El Gran Combo for over 60,000 spectators.

The popularity of the new tune grew into a movement sponsored by the bank and joined by 100 corporations and community organizations.

It produced documentaries and established grassroots efforts in order to bring together Puerto Rican workers and entrepreneurs, of all ages and classes, committed to the progress of the island.