Strategy
The strategy was to empower customers through education and personalization. By presenting credits as tailored solutions for different life projects — personal loans, revolving credit, payroll loans, mortgage financing, and debt consolidation — the bank differentiated itself as a responsible ally. The creative concept centered on clarity, transparency, and accessibility, ensuring every client felt supported in their decision-making process.

Execution
The campaign combined digital channels (website, SEO, social media, email marketing) with in-branch activations and paid media (ATL & digital), emphasizing both reach and trust-building. Content was designed to explain complex credit options in simple, relatable language, while call-to-action tools (virtual banking, advisor consultations) guided clients toward informed choices.

ROLE

Brand Strategy Director

YEAR

2024

#CréditosResponsables

Scotiabank Colpatria.

Overview
The “Créditos Responsables” campaign positioned Scotiabank Colpatria as a financial partner committed to the long-term well-being of its customers. More than promoting credit products, the initiative highlighted the importance of responsible borrowing and provided personalized guidance to help clients choose the credit option best suited to their needs and goals.

Challenge
In a market where credit is often perceived as a short-term solution or a financial burden, the challenge was to shift the narrative: from “taking on debt” to “building opportunities responsibly.” The campaign needed to educate clients, reinforce trust, and showcase Scotiabank Colpatria’s diverse credit portfolio as tools for sustainable financial growth.

My Role

As Brand Strategy Director:

  • Defined the strategic narrative of responsible borrowing as a pillar of Scotiabank Colpatria’s value proposition.

  • Aligned cross-functional teams (product, content, digital, and media) to ensure messaging consistency across all channels.

  • Oversaw the creative framework to make financial products approachable, customer-centric, and educational.

  • Ensured the campaign connected product awareness with brand trust, strengthening the bank’s positioning as a responsible financial institution.

Impact

  • Strengthened the bank’s reputation as a trusted advisor in financial decision-making.

  • Expanded adoption of key credit products such as payroll loans, debt consolidation, and mortgage solutions.

  • Helped reshape customer perception of credit — from a burden to an opportunity for growth when managed responsibly.

  • Reinforced Scotiabank Colpatria’s leadership in promoting financial health and education in the Colombian market.