In the Philippines, a paradox has long plagued financial inclusion: most Filipinos don’t live near a bank. They’re busy. Geography isn’t kind. Yet every single day, they pass through the same neighborhood stores, the supermarkets, convenience stores and department stores woven into the fabric of daily life.
Bank of the Philippine Islands (BPI) saw what others missed: the opportunity wasn’t to build more branches. It was to transform the places Filipinos already visit into banking destinations.
BPI launched a unified banking proposition across its 7,000-strong retail partner network, the first time these locations operate under a single, seamless banking ecosystem. At 1,370 of those stores, customers can deposit and withdraw cash. Across the full network, they can open accounts and apply for BPI products.
“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 millions of underserved Filipinos, it’s transformative. For banking, it’s a philosophical reset.
When BPI needed to tell this story, they turned to Harrison Communications with a deceptively simple brief: capture the feeling of unexpected delight when Filipinos realize banking is now possible at the exact moment they need it, in the exact place they already are.
“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.”
Harrison’s answer: “Himala.”
In Filipino, himala means miracle, that moment of surprise and grace. The campaign centers on an adapted version of Rico Blanco’s iconic song “Himala,” transforming the work into a shared sensory experience. The creative captures all-too-familiar scenarios, the late-night shift when the bank is closed, the remote location where branches don’t exist, the weekend when you’re juggling groceries and errands. Then, the pivot: “Ngayon, pwedeng magbangko dahil May BPI Dito.” Now, you can bank because BPI is here.
The work rolls out across hero films, social content, animated teasers, and grassroots activations, hundreds of tricycles carrying the campaign message and song through neighborhoods across the country.
“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.”
For BPI’s leadership, the stakes are clear. “The real miracle is not technology itself,” said TG Limcaoco, BPI President and CEO. “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.”
