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 Reputation Index reached a record-high 80%. It immediately climbed all the way to the top of the charts in 13 radio stations.

Its 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 individuals, community organisations, and corporations committed to the progress of the island.

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.

Unemployment is a global crisis. But while the rest of the world struggles to find jobs, Puerto Rico struggles to find people who want to work.With 60% of the population receiving government handouts, living off welfare has become a common way of life. It’s so customary that it’s celebrated in the greatest salsa hit of all time, a Puerto Rican classic titled “No Hago Más Ná,” which translates to “I Do Nothing.”The song is one of the greatest hits of El Gran Combo, the most famous salsa band in the world and a cultural institution that appeals to Puerto Ricans of all generations and backgrounds.As the largest bank in Puerto Rico, Banco Popular’s success and corporate image depend on the island’s economy. So to help propel it in the right direction, it convinced El Gran Combo to rewrite history.