Strategy
The campaign drew on Linda Caicedo’s story of perseverance and success, portraying her as a symbol of resilience and ambition. By associating her journey with the values of discipline, growth, and long-term vision, “Cuentas con Más” inspired Colombians to reflect on their own goals and how the bank could support them. The message was clear: Scotiabank Colpatria is more than a financial institution — it’s a partner in helping customers achieve life’s milestones.

Execution

  • Hero campaign film starring Linda Caicedo, highlighting her personal story and achievements.

  • Multichannel rollout: ATL, digital paid media media, owned media, social platforms, and in-branch content.

ROLE

Lead Marketing Strategist

YEAR

2024

Cuentas con Más

Scotiabank Colpatria.

Overview
“Cuentas con Más” was a brand campaign by Scotiabank Colpatria launched in 2023, featuring Colombian football star Linda Caicedo. More than a product push, the campaign told a story of personal growth, resilience, and empowerment, aligning Linda’s journey of overcoming challenges with the bank’s message: helping Colombians achieve more with their finances and their future.

Challenge
In a highly competitive market, traditional campaigns about savings and deposit accounts often lack emotional resonance. The challenge was to go beyond listing product benefits and instead connect with people on a human level, inspiring them to see saving and financial planning as part of achieving their personal dreams.

My Role

As Lead Marketing Strategist:

  • Defined the storytelling framework that tied Linda’s inspiring journey to the bank’s mission of empowerment.

  • Ensured the campaign shifted focus from product promotion to brand-building through emotional connection.

  • Coordinated teams and agencies to align creative output with the bank’s positioning goals.

  • Elevated the bank’s brand perception by anchoring the campaign in values of discipline, resilience, and ambition.

  • Continuity of the platform: subsequent initiatives like “Club Nominados” extended the narrative of recognition and support for clients.

Impact

  • Successfully differentiated Scotiabank Colpatria’s messaging in a category dominated by rational product claims.

  • Strengthened brand equity by associating the bank with resilience, empowerment, and aspirational growth.

  • Created a powerful emotional connection with audiences by leveraging Linda Caicedo’s story as a symbol of what Colombians can achieve.

  • Positioned “Cuentas con Más” as a milestone campaign in the bank’s ongoing efforts to inspire financial responsibility through human storytelling.