Case study · Integrated Campaign · Customer Experience

Tap, type, call or walk in.

The first campaign to put Oriental's whole service ecosystem under one promise.

Client: Oriental Bank, via Yonder Consulting
My role: Strategy lead
Year: [confirm]
Scope: Ecosystem positioning, customer journeys, channel strategy, creative brief

The challenge

Banks describe service through internal channel categories. Customers think about the task they need to finish.

Original Spanish campaign posters as they ran — Fig. 02Original scope · Posters as they ran

The shift

I reorganized Oriental’s service communication around customer actions, bringing its full ecosystem under one promise: “Tap, type, call or walk in.” Audience journeys were mapped by digital readiness.

Readiness to message

The same task, with different reassurance depending on how ready each customer is to go digital.

Fig. 03 Original scope · Segment journeys

Segment journeys mapped by digital readiness

My role

As strategy lead, I owned ecosystem positioning, customer journeys, channel strategy, messaging, and the creative brief. The work connected mobile and online banking, the service portal, phone support, live tellers, ATMs, branches, and digital payments.

The result

One promise carried across video, out-of-home, social, email, branch media, the app, online banking, and the portal. It gave a fragmented service portfolio a common customer-facing language.