Strategy
The campaign aligned with Scotia’s unique value proposition — “the bank’s voice is the people’s voice”. Through a close, reflexive, humorous, and everyday tone, the banknotes became protagonists of the message, sparking conversations about financial habits and promoting the use of banking products to protect and grow money.

Execution
The campaign was fully integrated across ATL (TV, radio, OOH, supermarkets), Paid Media (Meta, YouTube), Owned Media (SEO, website, social media content, direct marketing), and in-branch activations, ensuring massive reach and cultural relevance.

ROLE

Brand Strategy Director

YEAR

2025

Mueve tu Dinero

Scotiabank Colpatria.

Overview
“Mueve tu Dinero” is a nationwide campaign developed with Leo Burnett to encourage Colombians to make smarter use of their money instead of keeping it idle at home. By personifying banknotes and giving them a relatable, reflexive, humorous voice, the campaign connected directly with everyday financial behaviors and positioned Scotiabank Colpatria as an ally for smarter financial growth.

Challenge
In Colombia, many people save their money in cash — under mattresses, nightstands, inside books or drawers — losing value over time. The challenge was to shift this cultural behavior, raise awareness about the risks of “static money,” and showcase the bank’s broad portfolio of solutions, including payroll accounts, CDTs, premium (high yield) savings, international transfers, and investment funds.

My Role

As Brand Strategy Director:

  • Designed the long-term brand positioning strategy that shaped this campaign.

  • Aligned cross-functional marketing teams (paid media, content, data) and agency partners to ensure consistent execution across all channels.

  • Oversaw media planning integration, making sure each asset delivered both brand equity and business results.

  • Led the transformation of communication guidelines into a voice of the people approach, reinforcing the bank’s purpose and connection with clients.

  • Ensured KPIs tied back to business objectives — driving awareness, product adoption, and long-term customer engagement.

Impact:

  • Established “Mueve tu Dinero” as one of the most visible campaigns of 2025 for Scotiabank Colpatria.

  • Positioned the bank as a proactive player in changing financial culture in Colombia.

  • Strengthened customer perception of the bank as a reliable, innovative, and approachable financial partner.