Every Cannes Grand Prix winner starts with a great idea. Throughout the week, strategy will unpack four of this year’s biggest Cannes Lions winners, exploring the thinking behind the work, why it resonated and what marketers can learn from it.
Client: Banco de Crédito del Perú (BCP)
Campaign: “SOS POS”
Agency: Circus Grey, Lima
Award: Creative Data Grand Prix
Imagine having your phone stolen. Within minutes, criminals can access your banking apps and empty your accounts. Worse still, you can’t stop them because the very device you need to call the bank or log in has just been taken away.
That’s exactly the problem facing 4,000 Peruvians every day.
Instead of asking customers to download another app or remember an emergency phone number, BCP turned something every neighbourhood already had into an emergency lifeline: payment terminals.
Anyone whose phone was stolen could walk into a participating shop, enter their ID and PIN on the POS machine and immediately freeze their bank accounts. Overnight, thousands of payment terminals became emergency banking stations.
The rollout began across more than 17,500 terminals, with the goal of ensuring victims were never more than a two-minute walk from help. According to the case study, the system prevented more than $7.8 million USD in projected fraud within four months while reducing theft-related financial losses by 48%.
Why this idea?
The best innovations don’t always require new technology. Sometimes they’re hiding in plain sight. BCP looked at an everyday piece of infrastructure and reimagined what it could do – strengthening their bond with their clients in the process.
See the case study:
