Bank of the Philippine Islands (BPI) has launched a campaign titled ‘Himala,’ created with Harrison Communications, to promote a unified banking proposition across its retail partner network.
The campaign centers on an adapted version of Rico Blanco’s song “Himala,” Tagalog for miracle. The creative depicts scenarios including a late-night shift when the bank is closed, a remote location where branches don’t exist, and a weekend of errands, before pivoting to the line “Ngayon, pwedeng magbangko dahil May BPI Dito” (Now, you can bank because BPI is here).
“With this brave move, BPI brought banking to where Pinoys are, creating an innovation that redefines banking,” said Elaine Meris, Managing Director, Harrison Communications.
“We needed to create a campaign that matches that same brave spirit and speak in a voice that easily connects with everyday Filipinos. Because good news like this must travel fast.”
The campaign rolls out across hero films, social content, animated teasers, and grassroots activations, including tricycles carrying the campaign message and song through neighborhoods across the country.
“What began in 2023 as product application points has evolved into a fully integrated banking ecosystem,” said Rally Jereza, Head of Agency Banking, BPI.
“Every phase, from enabling transactions on tablets, to barcode withdrawals, and now barcode deposits, was built to ensure safety, simplicity, and trust. This is not just expansion; it is a redefinition of what a bank can be in the digital age.”
“With this campaign, we didn’t just promote a service,” said Donna Barroga, Marketing Head of Agency Banking, BPI. “We reframed banking by bringing it closer to more Filipinos.”
