Popular Mortgage Launches Campaign to Promote Home Ownership
February 16 2011 - 6:04PM
Business Wire
As part of its initiatives to promote and orient consumers on
how to go about buying a new home, Popular Mortgage unveiled a new
advertising campaign today, titled “Decisiones” (Decisions). The
objective of this new campaign is for people to learn about how to
and make a decision to buy a new home, and take advantage of the
benefits available through the government’s housing incentives
program, which ends June 30. Based on the lyrics of salsa singer
Rubén Blades’ song, Decisiones, it gathers renowned salsa
performers Cheo Feliciano, Ismael Miranda and Víctor Manuel through
an investment of $4 million.
Cheo Feliciano, Víctor Manuelle and
Ismael Miranda (Photo: Business Wire)
This is not the first major initiative that the banking
institution supports this year. Recently, it was the first and
principal sponsor of the successful Feria de Tu Nuevo Hogar (Your
New Home Fair). “Popular Mortgage’s main goal is for people to get
the correct orientation about the different assistance, programs
and offers at their reach. The correct decision is to orient
themselves, help is there, we have to seize the moment, and the
moment is now,” said Gilberto Monzón, first executive vice
president of Popular Consumer Credit Services.
With a successful track record of orientation, help and
financing in the mortgage-banking segment, Popular Mortgage has
closed more than 119,000 mortgage loans since its founding in 1998.
That is in addition to the thousands of orientation sessions with
clients, who for many reasons have faced problems making their
mortgage payments. In 2010 alone, Popular closed more than 7,000
mitigation alternatives, which include, to mention a few, loan
modifications, moratoriums and payment plans.
Within its orientation efforts, Popular Mortgage will also be
updating its website where clients will be able to get information
and establish communication with the institution’s officers. “Aside
from the 35 orientation centers throughout the island and our
telephone line, the website is one of the most complete to get
information and start a purchase or mortgage refinancing process,”
said Pablo Pérez, president of Popular Mortgage, a bank that has
more than 600 employees to handle mortgage processes.
Also, as part of the initiatives to support the community and
the “Decisiones” campaign, individuals who close a mortgage with
Popular Mortgage between March 15 and June 30, 2011, will be
participating for a $15,000 prize to furnish or decorate their
home. At the same time, the winner will be able to help a home in
need. Upon closing their mortgage loan, they will be able to select
from a list of communities that receive support from the Banco
Popular Foundation, and if chosen as the winner, Popular will also
repair a home in the selected community, investing up to
$15,000.
Filmed entirely in Puerto Rico, with local artists and a
multi-million dollar injection into the economy, this campaign
brings together not only renowned figures in front of the cameras,
but was directed by Marcos Zurinaga and musical maestro and
composer Angel “Cucco” Peña, who did the musical adaptation for
“Decisiones.” Alice Quilichini and Tere Suárez were in charge of
the creative concept, Alfredo González was the director of
photography, and the choreography was in the hands of seasoned
dancer Sophie Sanfiorenzo.
Meanwhile, KME was in charge of producing the ad. "In our
commitment to support local talent we established a winning
formula, which speaks for itself in seeing the final product," said
Mariel Arraiza, First Vice President of Marketing & Customer
Knowledge of Banco Popular.
The “Decisiones” campaign, which is a production of the Tere
Suárez advertising agency, is expected to be on the air for close
to a year, and will have presence in the main traditional, digital
and social media outlets. Furthermore, those interested in seeing
the behind-the-scenes process of this production or learning more
about Popular’s different mortgage products and services, can
access www.popular.com/decisiones or www.facebook/popular.
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