In 2014 BBVA bank “the bank of people”, wanted to raise awareness about a problem that has affected Peruvian bands for over 20 years: 95% of them are unknown, since local radio stations only broadcast mainstream international bands.
Through the help of the advertising and PR agency Fahrenheit BBV Peru, the bank was transformed into a radio station, where customers could listen to 200 selected Peruvian artists; the musicians were also invited to play in the biggest Lima’s square inside a soundproof glass box: the audience could see them, yet not hear them.
Musicians and fans started to share online the hashtag No one can hear us from all over the world.
Using the Bank’s app, website and offices, the initiative earned the attention of the media: the event reached 4.3m people, earned $1.8m in free press and got 98% of positive feedback. Moreover, RPP, the most famous Peruvian radio, gave BBVA radio a regular slot on their FM platform and more than 500 local bands became known across the Country.
The same year, the bank also helped fans to show their support to Pedro Suarez Vertiz, the most iconic Peruvian rock singer, who, unfortunately, since 2011 suffers from Dysarthria, a rare motor speech disorder that won’t let him speak again.
BBVA issued the Peruvian a challenge: If 1 million people ask for him to come back, he would.
Fans only had to enter the web and sing a petition in order for Pedro to hear them.
Over 1,400.000 people participated, and the results was a concert in which Pedro contributed with the music, and, thanks to the installation of over 800 microphones in the stadium, the crowd was his voice.
The concert earned $1.5m in free press and 90% positive feedbacks in social media.