Santo Domingo, D.N. – La campaña de publicidad institucional “El Lado Positivo”, del Banco Popular Dominicano, fue ganadora del oro a la mejor Campaña de Comunicaciones y Relaciones Públicas en la categoría Servicio Público del Año, en la décimo octava edición de los prestigiosos Stevie® Awards.
Un jurado compuesto por 260 ejecutivos evaluó la campaña institucional del Banco Popular como “una gran contribución a la comunidad”, por ser “una muestra de capacidad empática”, “inspiradora” y “un buen trabajo de calidad, con buenos resultados”.
Destacó que se trata de una “hermosa pieza de comunicación”, que incluye una canción “que es tan edificante y el sentimiento es tan positivo”, que permite abordar un asunto público importante como la superación de los problemas de salud y depresión consecuencia de la pandemia de la COVID-19.
El señor Christopher Paniagua, presidente ejecutivo del Banco Popular, se mostró orgulloso por este galardón internacional de los Stevie® Awards al mensaje institucional que la entidad financiera ha comunicado durante la pandemia e indicó que con este mérito se enaltece tanto a la institución bancaria como a la República Dominicana.
“Nos honra este reconocimiento al mensaje de resiliencia y al optimismo natural de los dominicanos, con el que les invitamos a mirar la vida desde un ángulo que valora la esencia de lo que somos y lo que tenemos”, expresó.
Resiliencia colectiva
La campaña de publicidad institucional “El Lado Positivo” fue desplegada en febrero de 2021 a través de piezas audiovisuales, impresas, radiales y para el ecosistema digital, habiendo registrado a la fecha un impacto de más de 6.5 millones de personas.
El principal mensaje consistió en motivar a la reflexión, destacando lo bueno y aunando esfuerzos colectivos para contribuir con la reactivación económica y social del país, con un enfoque en la sostenibilidad.
Con el acompañamiento del banco, la creatividad y ejecución de la campaña estuvo a cargo de la agencia de publicidad Cazar3, contando con la productora audiovisual Kokaleka para su producción.
En términos locales, la campaña institucional fue reconocida por la Asociación de Agencias de Comunicación Comercial (Adecc) y la revista Factor de Éxito.
Los Stevie® Awards
Esta premiación, organizada por la International Business Awards® (IBA) de Estados Unidos, es considerada la principal de su ramo, al recibir, en promedio, más de 12,000 nominaciones sometidas por empresas e instituciones de 70 países.
“Lo que hemos visto en las nominaciones de la IBA de este año es que las organizaciones de todo el mundo, en todos los sectores, han continuado innovando y teniendo éxito, a pesar de los reveses, obstáculos y tragedias de la pandemia de la COVID-19 en curso”, dijo Maggie Gallagher, presidenta de los Premios Stevie. “Todos los ganadores del premio Stevie de este año deben ser aplaudidos por su persistencia y resistencia”.
Los premios serán entregados en una ceremonia virtual que se llevará a cabo el próximo 8 de diciembre.
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