Strategy
The creative platform was anchored in a simple but powerful insight: “There is nothing better than saying — it’s mine.” The campaign gave voice to the pride, security, and joy of achieving home ownership, while showcasing the bank’s mortgage products that allow customers to buy, remodel, or build the home of their dreams.

Execution
Together with the agency, we launched a campaign across:

  • ATL: TV, radio, and OOH.

  • Digital & Paid Media: Meta, YouTube, programmatic and social media organic content.

  • Owned Media & Branches: Mailing, SMS, Push Notifications and BTL activation on Gran Salón Inmobilario event.

ROLE

Brand Strategy Director

YEAR

2024

#EsMío

Scotiabank Colpatria.

Overview
#EsMío is a powerful campaign built around a universal aspiration: the pride of owning your own home. By tapping into the emotional difference between “renting” and “finally calling a place your own”, the campaign positioned Scotiabank Colpatria’s mortgage credit solutions as the enabler of that dream — the key to turning a house into a true home.

Challenge
In Colombia, home ownership is one of the most desired milestones, yet many families remain in long-term rental situations. The challenge was to break through cultural barriers, highlight the emotional payoff of ownership, and present Scotiabank Colpatria’s mortgage loans as the most reliable path to achieving that goal.

My Role

As Brand Strategy Director:

  • Defined the strategic positioning of home ownership as an emotional and financial milestone for Colombians.

  • Aligned the mortgage credit offering with the bank’s broader brand narrative of empowerment and long-term growth.

  • Coordinated cross-functional teams and agencies to ensure the #EsMío concept translated consistently across every channel.

  • Oversaw the storytelling framework that connected rational product benefits (rates, flexibility, remodeling options) with the emotional reward of ownership.

Impact

  • Reinforced Scotiabank Colpatria’s role as a trusted partner in achieving life’s biggest dreams.

  • Increased visibility and adoption of the mortgage loan portfolio as the gateway to home ownership.

  • Created a cultural connection by reframing mortgages not as debt, but as the tool to claim one of life’s most important achievements: saying “this home is mine.”

  • Campaign awarded Bronze by the Effie Awards Colombia in the Great Media Idea category.