Financial progress — Portrait · Case-study cover

Case study · Product Marketing · Integrated Campaign

From fee-free banking to financial progress.

Repositioning a checking account and giving customers a reason to bring their paycheck.

Client: Oriental Bank, via Yonder Consulting
My role: Strategy lead
Year: 2025
Scope: Audience strategy, positioning, offer framing, tier structure, messaging, creative brief

The problem

The challenge

Libre offered relief from fees but little reason to become a customer’s main account. Oriental needed to win the relationship that receives the paycheck.

The strategy

The insight

The shift

I repositioned Libre around financial progress. I made Libre the gateway and Libre Plus the accelerator, with additional benefits unlocked through a savings account and qualifying direct deposit.

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Two accounts, built as a ladder. — Strategy slide — Two accounts, built as a ladder.Strategy slide

Make the upgrade easy to understand. — Strategy slide — Make the upgrade easy to understand.Strategy slide

Show what changes when you qualify. — Strategy slide — Show what changes when you qualify.Strategy slide

The campaign

The idea

The account that works for you.

I connected the account’s benefits to the effort people already put into their working lives.

You give it your all. So does your Cuenta Libre. — Digital banner 16:9 · large-format adaptation — You give it your all. So does your Cuenta Libre.Digital banner 16:9 · large-format adaptation

Selected work

Awareness → consideration → acquisition

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Awareness / social — Case-study adaptation — Awareness / socialCase-study adaptation

Consideration / Marketplace — Campaign benefit communication · adapted feed format — Consideration / MarketplaceCampaign benefit communication · adapted feed format

Acquisition / digital — Case-study adaptation — Acquisition / digitalCase-study adaptation

Awareness / billboard in context — Case-study adaptation — Awareness / billboard in contextCase-study adaptation

Execution

I developed the audience strategy, offer framing, value proposition, tier structure, messaging and creative brief. I connected awareness with the qualification steps customers needed to understand before bringing their paycheck.

Channels: Integrated campaign
Flight: 2025 program window
Market: Puerto Rico
Assets: Campaign, qualification and benefit communication

The result

Outcome

The 2025 Libre program generated new deposits and broader production. These are results of the original program; the concept exploration below did not generate them.