Acco

1. Project
Summary
BPI (Bank of the Philippines
Island), Philippines largest and oldest
banking institution is launching a
new product to the market called
My E-prepaid.
BPI (Bank of the Philippines
Island), Philippines largest and oldest
banking institution is launching a
new product to the market called
My E-prepaid.
ObjectiveObjective
Primary: to develop a platform that can
demonstrate the feature of this latest product
that was specifically designed for online use.
Primary: to develop a platform that can
demonstrate the feature of this latest product
that was specifically designed for online use.
Secondary: to encourage Filipinos to
transact and purchase more online
Secondary: to encourage Filipinos to
transact and purchase more online

2. The Client
Oldest bank in the Philippines &
South East Asia
Oldest bank in the Philippines &
South East Asia
Largest bank in terms of market
capitalization
Largest bank in terms of market
capitalization
the country's most profitable bankthe country's most profitable bank
Influencedother country’s banking
institution including Spain,
Mexico & the United States
Influencedother country’s banking
institution including Spain,
Mexico & the United States

3. The Client
Philippines' Strongest Bank in
2009
Philippines' Strongest Bank in
2009
The bank has received several awards from various
financial magazines, such as Euromoney the
Far Eastern Economic Review, The Banker, Euromoney,
Finance Asia, and Global Finance . Its most recent award
was from Asiamoney.
Best Domestic FX Provider of FX
Prime Broking Services in the
Philippines as voted by
Corporates
Best Domestic FX Provider of FX
Prime Broking Services in the
Philippines as voted by
Corporates
Best Domestic FX Provider of
Single-Bank Electronic Trading
Platform.
Best Domestic FX Provider of
Single-Bank Electronic Trading
Platform.
Philippines' Strongest Bank in
2009
Philippines' Strongest Bank in
2009
Best Local Cash Management
Bank in the Philippines as voted
by Large-Sized Corporations
Best Local Cash Management
Bank in the Philippines as voted
by Large-Sized Corporations
Best Local Cash Management
Bank in the Philippines as voted
by Small-Sized Corporations
Best Local Cash Management
Bank in the Philippines as voted
by Small-Sized Corporations
Best Local Cash Management
Bank in the Philippines as voted
by Medium-Sized Corporations
Best Local Cash Management
Bank in the Philippines as voted
by Medium-Sized Corporations
Best Domestic BankBest Domestic Bank

4. The Product
Product Name: My E-prepaid
Product Type: Online Prepaid Credit Card
Business Institution: Banking

5. Product
Features
Product
Features

6. Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Agency TaskAgency Task
Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Communication StrategyCommunication Strategy
Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Single-Minded MessageSingle-Minded Message
Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Target AudienceTarget Audience
Perception/Tone/
Guidelines
Perception/Tone/
Guidelines
Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Competitive PositioningCompetitive Positioning
Primary:
develop a platform that can demonstrate the feature of this latest product that was
specifically designed for online use.
Secondary:
encourage Filipinos to transact and purchase more online
My ePrepaid MasterCard is a reloadable prepaid card that empowers you to shop from the
widest selection of MasterCard affiliated shops online and worldwide. Reloading your My
ePrepaid MasterCard is easy and convenient through various BPI channels that are available to
you 24/7.
Revolutionized online shopping
Social Class: A- B+
Demographics: 70% Female – 30% Male
Behavior: Heavy Online Shoppers
Spending Capacity: Php 5,000-10,000/month
The Brief
•Dynamic, experienced, contemporary, exciting, fun, communicative
•Elegant, semi-corporate, high production value, high visibility
•Information should have a fresh and conversational tone
•Easy to navigate and find information
BPI is the first to launch a pre-paid credit card. No other bank offer this kind of unique product

7. The
Campaign
Phase I: Online Application
Phase II: Using the Card
Phase III: Integration
Phase I: Online Application
Phase II: Using the Card
Phase III: Integration
II
IIII
IIIIII

8. Phase II:
Using the Card
Phase II:
Using the Card
Phase I
Card Online
Application
•An online site where users can apply for my E-prepaid
•Fast and Easy way of applying versus the traditional
walk-in the bank/paper application
•5-day processing/online submission of requirements

9. Phase II:
Using the Card
Phase II:
Using the CardPhase II
Using The Card
•Upon receiving of My E-prepaid, card
holder can shop through the online
site.
•Online shopping exclusive for My E-
prepaid user
•Integrate group-buying idea as part of
Consumer Loyalty Reward system

10. My E-prepaid as featured in BPI’s main website
www.bpicards.com
Phase III
Integration

11. www.bpicards.com
Useful Links
www.bpicards.com/cards
http://www.bpicards.com/BpiBuys/
http://en.wikipedia.org/wiki/Bank_of_t
he_Philippine_Islands
-end-
Prepared by: Maria Katrina Manalo
Apr 2013
Thank you.