The "Cambiá la cara" campaign by Coopeservidores, launched in Costa Rica in 2017, positions the brand as a long-standing, trusted financial partner dedicated to improving the lives of its community. Celebrating 60 years, the campaign’s core proposition promises accessible and beneficial financial solutions that bring positive change, symbolized by “changing your face” — an invitation to experience transformation and optimism through the brand’s offerings. This underscores Coopeservidores’ identity as a cooperative rooted in mutual support: "Somos gente ayudando gente" (We are people helping people).
Strategically, the campaign leverages an emotional narrative that aligns with the cooperative’s values and local identity, targeting Costa Rican consumers who value community-oriented finance over purely transactional relationships. By highlighting its 60-year legacy and positioning itself as a source of smiles and tangible benefits, the brand taps into a cultural insight where trust, shared progress, and personal wellbeing are pivotal in financial decision-making. The creative approach employs a call to action that invites viewers to join the celebration and embrace change through the brand’s financial solutions, fostering a sense of inclusion and shared success. This narrative serves to differentiate Coopeservidores in a competitive banking and finance market by emphasizing relational values rather than solely product features. Through this, the campaign aims to strengthen customer loyalty and attract new members who seek financial services that resonate with community support and positive impact.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign, titled "Cambiá la cara" ("Change your face"), uses the act of changing facial expressions and gifting smiles as a symbolic representation of the positive transformation brought by Coopeservidores’ financial solutions. The description emphasizes delivering smiles and inviting viewers to change their outlook with the brand’s benefits—this is not about literally demonstrating products, telling a specific story, or problem–solution arcs, but representing the emotional impact of their services through the cheerful transformation of faces. This cues a symbolic device to embody the benefit rather than literal demonstration or testimonial.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Banco Nacional de Costa Rica – Positioned as the largest and most trusted public bank in Costa Rica, Banco Nacional focuses on reliability, nationwide accessibility, and comprehensive financial services for both individuals and businesses, emphasizing innovation and digital transformation.
2. BAC Credomatic – Known for its strong regional presence, BAC Credomatic differentiates itself through cutting-edge technology, extensive credit card offerings, and tailored financial solutions aimed at young professionals and entrepreneurs seeking convenience and modern banking experiences.
3. Banco Davivienda Costa Rica – Emphasizes personalized customer service and community involvement, positioning itself as a customer-centric bank that balances innovation with social responsibility to support the financial growth of families and small-to-medium enterprises.
4. Coopenae – As a cooperative financial institution like Coopeservidores, Coopenae focuses on member empowerment, financial education, and accessible loan products, fostering strong community ties and promoting sustainable economic development within its cooperative network.
5. Mutual Alajuela – Positions itself as a reliable mutual savings and credit institution offering personalized financial services, prioritizing client trust, transparency, and competitive loan and savings products aimed at individuals and local businesses in Costa Rica.
Q: What is Cambiá la cara about?
A: Cambiá la cara is a professional campaign launched in Costa Rica in 2017 for the financial cooperative Coopeservidores, created by the agency Leo Burnett. Marking the brand’s 60th anniversary, the campaign centers on the idea of transforming financial experiences into positive, uplifting moments for Costa Ricans. Through a film medium, Cambiá la cara invites audiences to join the celebration and embrace the benefits of Coopeservidores’ financial solutions, reinforcing the cooperative’s ethos of people helping people. The campaign uses emotive storytelling to position Coopeservidores as a trusted, community-focused partner dedicated to improving quality of life through accessible and innovative financial services.
Q: What creative device does Cambiá la cara use?
A: Cambiá la cara employs the creative device classified as FORMAT#9 SYMBOLIZE THE BENEFIT in Clapboard’s 12-format taxonomy. Rather than demonstrating products or relying on testimonials, the campaign uses the symbolic act of changing facial expressions and gifting smiles to represent the positive transformation enabled by Coopeservidores’ financial solutions. This approach leverages exaggerated visuals and emotional cues to embody the brand’s impact, inviting viewers to associate financial wellbeing with optimism and happiness. The device is designed to create an immediate, emotional connection, translating abstract benefits into a universally understood symbol of positivity.
Q: What is the campaign proposition for Cambiá la cara?
A: The campaign proposition for Cambiá la cara positions Coopeservidores as a longstanding and trusted financial partner committed to the wellbeing of its community. By celebrating 60 years of service, the campaign promises accessible, beneficial financial solutions that bring about positive change, symbolized by the invitation to “change your face.” Targeting Costa Rican consumers who value community and mutual support, the campaign underscores the cooperative’s identity as people helping people. This strategic positioning aims to differentiate Coopeservidores in a competitive market by emphasizing relational values, shared progress, and personal wellbeing over transactional banking.
Q: How does Cambiá la cara rank in Clapboard's archive?
A: Cambiá la cara holds a Clapboard Campaign Score of 60/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of Costa Rican financial advertising.
Q: Who are the competitors in Coopeservidores's category?
A: In the Costa Rican banking and finance sector, Coopeservidores competes with several key players. Banco Nacional de Costa Rica stands out for its reliability and nationwide reach, focusing on both individual and business clients with an emphasis on innovation. BAC Credomatic differentiates itself through advanced technology and tailored solutions for younger, tech-savvy consumers. Banco Davivienda Costa Rica is recognized for its personalized service and community involvement, balancing innovation with social responsibility. Coopenae, another cooperative, emphasizes member empowerment and financial education, while Mutual Alajuela is known for its personalized approach and commitment to client trust and transparency.
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