- Situation:

Bancolombia isn't recognized as the go-to bank for agriculture. It lacks visibility in the sector due to a lack of tangible actions beyond financial product communication.

- Brief:

Establish a value-based relationship with current and potential agricultural clients to position Bancolombia as their primary loan provider and their its ally in creating value for the sector, especially in the eyes of the new generations.

- Objectives:

USD 2.4 billion in loans -> Achieved USD 2.7 billion

Increase brand association of Bancolombia with agriculture by 4% -> Achieved 15%

We leveraged gastronomy as a compelling entry point to engage with the agriculture sector. Our journey began by delving into the roots of our traditional dishes, only to find that Colombia's culinary landscape defies singular identification due to its rich diversity, shaped by numerous microclimates across the country.

As a solution, we embarked on a comprehensive exploration, weaving together historical and geographical narratives to illuminate the origins and significance of our foods. Through this exploration, we uncovered the stories embedded within each ingredient and dish, connecting them to the cultural and agricultural tapestry.

Throughout this journey, one resounding message emerged: the imperative of rejuvenating our aging agricultural sector. We underscored the urgent need for young people to cultivate an interest in farming, recognizing it as not only a means of preserving our culinary heritage but also as a pathway to sustainable development and prosperity for rural communities.

Bancolombia has supported agricultural development for years, yet the perception of the stakeholders of the sector is that it only offer loans. The brand association of Bancolombia with agriculture was only 20%.

The strategy aims to shift this perception, positioning Bancolombia not just as a competitor to Banco Agrario, traditionally seen as the sector's financial ally, but as the leading promoter of agricultural progress in the country.

Highlighting Bancolombia's ongoing investment and innovative approach to agriculture was crucial. This strategy aimed to showcase Bancolombia's role not only as a financier but as a holistic partner in sector development, prioritizing the well-being of the individuals and families within it. Real bank clients help us build that.

The campaign sought to reaffirm Bancolombia's position, showcasing its differentiation and long-term commitment to agriculture. It aimed to transcend convention and genuinely connect with Colombians, emphasizing the sector's value and importance to the country.

The content underwent a 3-month research and collaboration phase with real bank clients. Pre-production spanned 2 months, involving nationwide visits to uncover the best client stories and plan content creation. Production lasted 26 days.

We initially launched short-format content on YouTube and TikTok, garnering 4 million views with over 80% retention and a positive or neutral sentiment exceeding 95%. The KPI set by the bank was 1.5 million views.

Subsequently, we expanded the content into a 43-minute documentary available on the MAX platform and distributed as a special on Discovery Channel. The first branded content created by a bank that was released in MAX Latin America and is considered by Warner Bros Discovery as a best in class branded content project.

The strategy had two fronts: brand building and loan disbursement.

De Colombia pal mundo was nominated for the India Catalina Awards, which recognize the best of Colombian television, in the categories of Best Documentary and Best Branded Content. It won the award for Best Branded Content in Colombia.

• Economic goal: USD 2.4 billion in loans -> Achieved USD 2.7 billion.

• Increase Bancolombia's brand association with agriculture by 5% -> Achieved 15%.

• Achieve over 2 million content views -> Surpassed with over 4 million.

• Increase positive conversation about agriculture -> Achieved a 40% increase in positive conversations.

• Take content to a streaming platform -> Became the first bank to have branded content on the MAX platform.

• B2B result: Over 240,000 businesses trust Bancolombia as their partner in the agricultural sector, marking a significant increase from last year's 121,000 clients—a growth of over 98%.