About the client
Banco di Caribe is a financial institution with a long-standing presence in Curaçao and the wider Dutch Caribbean. The bank provides personal and business banking services and serves customers across different stages of their financial lives.
For this campaign, Banco di Caribe wanted to connect specifically with people who currently receive, or will soon start receiving, their AOV allowance in Curaçao.
Client
Activities
The project
Banco di Caribe asked Caribbean Legacy to develop an integrated campaign aimed at people in Curaçao who currently receive, or will soon start receiving, their AOV.
The objective was to encourage more people to receive their AOV through a Banco di Caribe account, either by opening a new account or transferring their AOV payments to an existing one.
As part of the campaign, customers who receive their AOV through Banco di Caribe automatically have a chance to win XCG 1,000 every month for one year. The campaign needed to communicate this offer clearly while reinforcing trust, personal service and the security of receiving AOV payments through Banco di Caribe.
Our approach
Rather than making the monthly prize the central message, we developed the campaign around appreciation.
The creative concept recognizes the generation that helped shape Curaçao: people who spent decades working, caring for others, sharing their knowledge and contributing to the community. The idea was to acknowledge everything this generation has given and connect that recognition naturally to Banco di Caribe being there for them during this next stage of life.
We translated the concept into a complete Papiamentu campaign for the Curaçao market. A 30-second TV commercial formed the heart of the campaign, supported by a radio commercial, social media content, Google Ads and newspaper advertising.
Across each medium, the same message and visual direction were maintained. The monthly XCG 1,000 raffle provided a clear incentive, while appreciation, trust and personal service remained at the center of the campaign.
