SAN JUAN, Puerto Rico--(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.
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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