The Bank of the Philippine Islands (BPI), a pioneer in Southeast Asia and the first bank in the Philippines, continues its enduring commitment to fostering financial stability and driving economic progress. Since 1851, BPI has built a legacy of trust, financial strength, and innovation, offering products and services that enrich Filipinos’ lives and support the country’s economic growth.
A fully diversified universal bank and a recognised leader in the banking industry, BPI, together with its subsidiaries and affiliates, offers a diverse range of products and services in consumer and corporate banking, as well as in asset management, payments, insurance, investment banking, foreign exchange, leasing and securities distribution. As of Q3 2024, the Bank boasts a strong network of 1,252 branches, over 2,000 ATMs, and a workforce of 22,325 employees.
At the Global Cards and Payments Innovation Awards 2024, hosted by The Digital Banker, BPI was honored with three awards for its card products as well as its marketing initiative.
Seamless customer journeys
Before winning the awards last September, BPI took a step forward in 2021 by launching a credit card application process that issues a card in under three minutes.
Dubbed the “Coffee Break” application platform, this digital innovation enabled BPI clients to apply, receive an instant decision, and be issued a credit card—just as long as a quick coffee break.
With this fully digital application process, BPI delivered a unique customer experience, improved operational efficiencies, and reduced costs.
The initiative led to a significant growth in credit card customers by 2023, while also expanding BPI’s selling channels and increasing market share. For putting customers first, BPI won the award for Best Card Application Initiative.
A card that works hard
Another winning initiative, The BPI Signature Card, is a thoughtfully-designed offering that sought to enrich the lifestyle of affluent clients, from the moment they apply to the seamless redemption of rewards.
Rewards include earning 2 BPI points for every PHP 20 spent, one of the widest airline networks for redeeming points, one of the lowest forex conversion rates (1.85%) as well as special rates on forex currencies. One of its standout features is the Signature Exclusives 50% Off Deals, offering premium discounts and exclusive perks at partner high-end retail establishments for dining and shopping. For this, BPI won the award for Best Credit Card for Affluent/HNWI Clients.
Meanwhile, BPI secured its third award of the night for Outstanding Marketing Campaign Initiative, recognising its innovative three-pronged marketing strategy aimed at enhancing the customer purchase journey by integrating key moments of truth. Focused on availability, awareness, and access, BPI rolled out the Real Deal Campaign, Paint the Town Red, and the Oh My Deals by BPI Cards app.
By placing the customer at the center of the initiative, BPI ensured users could make informed decisions throughout their purchase journey. The widespread visibility of the Paint the Town Red ads kept BPI top of mind, while the Real Deal campaign effectively unified various card promotions, all easily accessible through the Oh My Deals by BPI Cards app. This not only offered savings but also aligned with customers’ lifestyles, positioning BPI cards as a smarter choice and enhancing overall value.
With its customer-centric approach and innovative campaigns, BPI continues to set the standard for banking excellence, delivering value that goes beyond financial services, and truly enriches the lives of its clients.
