The Bank of the Philippine Islands (BPI) demonstrated once again its excellence in strategic communication and public relations (PR) after bagging multiple accolades, including a Platinum award at the prestigious 58th Anvil Awards organized by the Public Relations Society of the Philippines (PRSP).
BPI got the nod from judges and brought home four coveted Anvil trophies–a gold and Platinum Anvil for its campaign on ATM withdrawal safety and two Silver Anvils for its campaigns centered on financial education and cybersecurity awareness. The Platinum Anvil Award is given to the most outstanding PR tool chosen from among all Gold Anvil Awardees.
Going Viral? Do it Yourself, BPI’s Gold and Platinum Anvil-winning entry under the PR Tool for Social Media/Multimedia category, was launched to communicate an important reminder to the bank’s clients about keeping their accounts safe. Using a trendjacking strategy, thesocial media post capitalized on an election campaign-related incident last year to communicate a public service announcement about making safe and secure cash withdrawals. It generated an organic reach of over eight million people, making it the most viral and most shared content of BPI to date.
Meanwhile, #BPIFinancialEducation Friday: Pursuing Financial Education with an Online Financial Literacy Campaign, the Bank’s Silver Anvil-winning entry under the PR Programs on a Sustained Basis for Education/Literacy category, was mounted to help jumpstart the financial wellness journey of ordinary Filipinos by tackling basic concepts in banking and personal financial management through easy-to-understand Facebook posts uploaded every Friday.
