As part of the marketing team at Interbank, we identified the need to reorganize our product portfolio around real-life consumption scenarios.
The objective was to better demonstrate how Interbank acknowledges and optimizes the time of its users by delivering integrated, need-based solutions rather than isolated financial products.
This strategic shift required a pilot initiative capable of emotionally resonating with a clearly defined segment while reinforcing the bank’s value proposition in a tangible and differentiated way.
To achieve this, we activated one of the most iconic rock bands in Peruvian music history: Río.
After analyzing our customer base, we identified that a significant portion of our entrepreneurial clients were between 35 and 40 years old.
Recognizing the power of cultural nostalgia and generational identity, we selected Río — one of the most influential rock bands during their youth — as a symbolic bridge to connect emotionally with this audience.
The campaign invited entrepreneurs to take pride in their journey and achievements, reinforcing the idea that their time, effort, and ambition mattered.
We supported this message by offering combined benefits linked to the integrated use of multiple exclusive banking products designed specifically for them. This bundling strategy allowed us to:
Reframe product adoption around lifestyle and entrepreneurial growth
Encourage cross-product usage through tangible value incentives
Strengthen emotional affinity with the brand through cultural relevance
Position Interbank as a partner that understands both the professional and personal timeline of its customers
We undertook a comprehensive redesign of the website’s information architecture, restructuring it from the perspective of the defined target segments.
This long-term effort involved continuous content curation, production, optimization, and performance analysis over a five-year management period (2013–2017), both across multiple agency partners and within the institution itself.
The foundational strategic structure developed during this process remains in place today.
Strategic Planning & Content Marketing
2017
Liquid
