BPI and Harrison bring Rico Blanco’s ‘Himala’ song to life to highlight banking where Filipinos are

Manila, Philippines – The Bank of the Philippine Islands (BPI) and Harrison Communications have launched a new campaign highlighting the bank’s efforts to bring banking services closer to Filipinos through its growing retail partner network.

Titled “Himala,” the campaign takes its name from the Filipino word for “miracle” and uses an adapted version of Rico Blanco’s iconic song of the same name. The creative work is built around moments when consumers may unexpectedly discover that banking services are available in places they already visit.

The campaign depicts everyday situations where accessing a bank can be difficult, including late-night shifts when branches are closed, locations without nearby bank branches and weekends when consumers are balancing errands and other activities. These scenarios lead into the campaign message, “Ngayon, pwedeng magbangko dahil May BPI Dito” (Now, you can bank anywhere because there’s BPI here)

The campaign rolls out through hero films, social media content, animated teasers and grassroots activations. It will also feature hundreds of tricycles carrying the campaign message and song through communities across the Philippines.

“With this brave move, BPI brought banking to where Pinoys are, creating an innovation that redefines banking,” said Elaine Meris, Managing Director of Harrison Communications. “We needed to create a campaign that matches that same brave spirit and speak in a voice that easily connects with everyday Filipinos. Because good news like this must travel fast.”

The campaign promotes BPI’s agency banking proposition, which has expanded to 7,000 retail partner locations nationwide. Customers can open accounts and apply for BPI products across the network, while 1,370 locations currently offer cash deposit and withdrawal services.

BPI said the retail partner network is intended to extend banking access beyond traditional branches by making services available through establishments that Filipinos regularly visit, including neighborhood stores, supermarkets, convenience stores and department stores.

The bank began the initiative in 2023 as a network of product application points before expanding its services to include transactions through tablets, barcode withdrawals and, more recently, barcode deposits.

“What began in 2023 as product application points has evolved into a fully integrated banking ecosystem,” said Rally Jereza, Head of Agency Banking at BPI. “Every phase, from enabling transactions on tablets, to barcode withdrawals, and now barcode deposits, was built to ensure safety, simplicity, and trust. This is not just expansion; it is a redefinition of what a bank can be in the digital age.”

For BPI, the campaign is also intended to communicate the broader financial inclusion objective behind the agency banking model.

“With this campaign, we didn’t just promote a service,” said Donna Barroga, Marketing Head of Agency Banking at BPI. “We reframed banking by bringing it closer to more Filipinos. This business model is a product of multiple collaborations with partners who share the same vision of financial inclusion and the need to create greater relevance in the daily lives of Filipinos. Seeing it come to life is truly nothing short of a miracle.”

BPI President and CEO TG Limcaoco said the expansion is focused on giving more Filipinos access to financial services through locations within their communities.

“The real miracle is not technology itself,” said TG. “It is giving more Filipinos the opportunity to participate in the financial system with ease and confidence. Through our growing partner network, we are transforming everyday locations into gateways to banking, helping make financial inclusion a reality for more communities.”