The first step was to turn the bank into a radio station: BBVA RADIO, a space where our customers could listen to over 200 local bands both, off and online. From here on we started a campaign that changed the history of Peruvian music. We invited BBVA Radio bands to play in Lima´s most important square but nobody was able to hear them because they were inside a soundproof glass box. NO ONE CAN HEAR US was the message printed on the box that invited hundreds of national artists to join in a nation-wide movement. This inspired millions of people to express their outrage about why radio stations had ignored local bands for so long and in only two weeks we achieved what hadn´t been achieved in decades. RPP, the largest radio network in Peru gave BBVA Radio a regular slot on their FM platform.

• Implementation: The first step was to turn the bank into a radio station: BBVA RADIO, a space where our customers could listen to over 200 local bands in every BBVA office of the country and through its app Banca Movil. From here on we started a movement inviting BBVA Radio bands to play on Lima´s most important square, but because they were in a glass box, no one could hear them.

• Timeline: 1. The first step was to turn the bank into a radio: BBVA Radio. 2. We invited BBVA Radio bands to play in Lima’s most important square. 3. The message NO ONE CAN HEAR US invited hundreds of artists to join in a movement using the hashtag #NoOneCanHearUs. 4. Millions of people started listening them on BBVA Radio and expressed their outrage about how radio stations had ignored them for so many years.

• Placement:

No ONE CAN HEAR US raised the voice of the press and the people. The campaign reached 4 million people and 1.8 million dollars on free press. The campaign also obtained 98% of positive feedback on social media. But the most important thing is that the largest radio network in Peru gave BBVA Radio a regular slot on their FM platform.

We used very BBVA Bank office around the country and the mobile application for its online banking as media platforms to start a campaign that changed music history in Peru.

• Data gathering• Target audience (consumer demographic/individuals/organisations): Costumers and non-costumers from all the country, all media networks, especially local radio stations.

• Approach: If Peru is generating high quality music, why are we forced to hear always the same themes? That´s why we needed to communicate the issue forcefully.

• Call to action: With the hashtag #NoOneCanHearUs we invited hundreds of local bands to join the movement. This made that millions of people met them at BBVA Radio and express their outrage about why radio stations had ignored local bands for so long.

Situation: For many years, Peru has been generating high quality music but 95% of national bands are practically unknown because local radio stations only broadcast international mainstream music.

Brief: The BBVA Bank, continuing with its support to local music, must solve a problem that has affected Peruvian bands for over 20 years, 95% of them are practically unknown because they don´t have any media attention.

Objectives

3. Let people know that Peru has been creating high quality music for so many years.

4. Give local bands the space and broadcast they diserve.