The campaign "Un Nuevo Amanecer" by Caja Trujillo targets the Peruvian finance market with a narrative approach that emphasizes partnership and empowerment for entrepreneurs. The brand’s proposition centers on positioning itself as a supportive ally that walks hand-in-hand with small business owners and aspiring entrepreneurs, fostering growth through dedication and effort. By aligning its financial services with the cultural aspiration of a fresh start or new beginning, Caja Trujillo conveys a message of hope, resilience, and practical support in the pursuit of business success.
Strategically, the campaign taps into local cultural elements by incorporating the recognizable figure of "la tigresa del oriente," a popular Peruvian singer, adding a relatable and motivational voice that resonates emotionally with the target audience. This creative choice serves as a bridge between the brand’s financial solutions and the everyday realities of its consumer base, many of whom may be informal or emerging entrepreneurs. The use of a narrative film format, combined with musical storytelling, reinforces engagement through emotional connection rather than just transactional messaging. The campaign’s timing in January 2021 also aligns with the symbolic notion of renewal at the start of the year, positioning Caja Trujillo as an enabler of new opportunities after challenging times.
Overall, the strategy centers on fostering a sense of community and shared effort, leveraging culturally relevant messaging to strengthen trust and inspire action among entrepreneurs in Peru’s competitive banking and finance landscape. The campaign’s modest digital engagement reflects a focused, culturally resonant approach aimed at building long-term brand affinity within a niche segment rather than broad-scale mass appeal.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign leverages “los consejos de la tigresa del oriente”—not only referencing, but promoting attention to advice from the well-known Peruvian celebrity “La Tigresa del Oriente.” The presence of her recognizable persona, combined with a song and direct address to entrepreneurs, signals the use of a familiar celebrity figure as a trust-building device. The campaign is less about storytelling or direct demonstration, and more about leveraging the credibility, popularity, and uniqueness of La Tigresa del Oriente to anchor Caja Trujillo’s message in the minds of viewers, building brand recall through her established identity. For context, see ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Interbank – Interbank positions itself as a modern, customer-centric bank leveraging digital innovation to simplify banking services. It emphasizes convenience, technology integration, and personalized financial solutions to appeal to urban, tech-savvy customers.
2. Banco de Crédito del Perú (BCP) – BCP leads as Peru’s largest and most established financial institution, focusing on comprehensive service offerings, reliability, and extensive branch and ATM networks. It targets mainstream customers seeking trust and stability.
3. BBVA Perú – BBVA Perú differentiates by combining global financial expertise with local knowledge, promoting digital transformation and sustainable banking practices. It appeals to customers valuing innovation and responsible finance.
4. Scotiabank Perú – Scotiabank positions itself as a strong, international bank offering tailored financial products, especially for SMEs and entrepreneurs. It emphasizes personalized service and competitive credit solutions.
5. MiBanco – MiBanco specializes in microfinance aimed at underserved, low-income entrepreneurs and small business owners. It focuses on social impact, financial inclusion, and flexible lending for economic empowerment.
Q: What is Un Nuevo Amanecer about?
A: Un Nuevo Amanecer is a 2021 film campaign created by Norte Consultora Creativa for Caja Trujillo, targeting the Peruvian finance market. The campaign centers on inspiring and empowering entrepreneurs by positioning Caja Trujillo as a supportive partner that works hand-in-hand with small business owners and aspiring entrepreneurs. It uses a narrative approach that highlights dedication, effort, and collaboration, aligning the brand’s financial services with the cultural aspiration of a fresh start or new beginning. The campaign combines emotional storytelling with local cultural elements to foster trust and community among emerging entrepreneurs.
Q: What creative device does Un Nuevo Amanecer use?
A: Un Nuevo Amanecer employs the creative format classified by Clapboard as FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, which involves using a recurring personality or celebrity for brand recall. The campaign leverages the recognizable figure of La Tigresa del Oriente, a popular Peruvian singer, whose advice is featured prominently through a musical narrative. This approach builds trust and emotional connection by anchoring Caja Trujillo’s message in the celebrity’s established identity, rather than relying solely on direct storytelling or product demonstration.
Q: What is the campaign proposition for Un Nuevo Amanecer?
A: The campaign proposition for Un Nuevo Amanecer positions Caja Trujillo as a dedicated ally to entrepreneurs in Peru’s finance market, emphasizing partnership, empowerment, and shared effort. It speaks directly to small business owners and aspiring entrepreneurs, encouraging them to embrace new beginnings with hope and resilience. By integrating culturally relevant messaging and the motivational voice of La Tigresa del Oriente, the campaign aims to build trust and inspire action, reinforcing Caja Trujillo’s role as a practical and supportive enabler of business growth amid a competitive banking landscape.
Q: How does Un Nuevo Amanecer rank in Clapboard's archive?
A: Un Nuevo Amanecer holds a Clapboard Campaign Score of 63/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. The rating indicates a balanced integration of strategic messaging and creative elements that effectively engage a niche entrepreneurial audience within the Peruvian finance sector.
Q: Who are the competitors in Caja Trujillo's category?
A: Caja Trujillo competes in the Peruvian banking and finance sector alongside several key players. Interbank positions itself as a modern, customer-centric bank focused on digital innovation and convenience for urban, tech-savvy customers. Banco de Crédito del Perú (BCP) leads with comprehensive services, reliability, and an extensive branch network targeting mainstream clients seeking stability. BBVA Perú combines global expertise with local knowledge, promoting digital transformation and sustainable banking. Scotiabank Perú offers tailored financial products for SMEs and entrepreneurs with an emphasis on personalized service. MiBanco specializes in microfinance for underserved, low-income entrepreneurs, focusing on financial inclusion and social impact.
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