The box with both — Presentation key visual · Case-study cover

Case study · Integrated Launch

From a late arrival to a fuller offer.

Launching two payment services together as El Combo.

Client: Oriental Bank, via Yonder Consulting
My role: Project and campaign lead
Scope: Launch strategy, campaign structure, channel planning, production oversight, bilingual development

The problem

The challenge

Oriental was the last major bank on the island to add ATH Móvil. A catch-up announcement would emphasize lateness rather than give customers a new reason to care.

The product

The insight

The shift

I paired ATH Móvil with People Pay in one launch proposition. I used a teaser-to-reveal structure built around an oversized orange box to give the combined offer its own moment.

The product proposition combines ATH Móvil with People Pay. The portfolio comparison explains their complementary roles.

Two services, a fuller offer — Product comparison · The product — Two services, a fuller offerProduct comparison · The product

The launch

The idea

El Combo.

I presented two complementary payment services as one fuller offer, turning the product pairing into the reveal.

Campaign reveal / paper airplanes — Original campaign creative — Campaign reveal / paper airplanesOriginal campaign creative

Selected work

01 / 05

Something is coming — Original teaser · Launch — Something is comingOriginal teaser · Launch

The offer inside the box — Original equation creative · Launch — The offer inside the boxOriginal equation creative · Launch

El Combo at street scale — Original OOH · Launch — El Combo at street scaleOriginal OOH · Launch

The reveal in the feed — Original social creative · Launch — The reveal in the feedOriginal social creative · Launch

The offer in customer language — Original message creative · Customer communication — The offer in customer languageOriginal message creative · Customer communication

Execution

I led project and campaign delivery, coordinating the rollout with agency and media partners. The campaign was developed Spanish-first, with English built to preserve the idea across customer and internal touchpoints.

Channels: Radio, print, OOH, social, communications, branch, intranet and ATM/live-teller screens
Market: Puerto Rico
Assets: Teaser, reveal and channel rollout

The result

Outcome

The launch brought ATH Móvil and People Pay together under one proposition across the bank’s customer touchpoints. Adoption and commercial results are not documented.

Takeaway

Last to arrive. The only one with both.