Banco del Pacífico: Gamer Loan
Banco del Pacífico needed to increase its market share among young Ecuadorians. The bank sought a solution to attract this demographic, who were often excluded from traditional credit due to a lack of conventional collateral. The goal was to make loans accessible to them.
Creative Idea
Bank accepted valuable gaming accounts as collateral for loans.
Banco del Pacífico launched "Gamer Loan," a groundbreaking initiative that accepted valuable gaming accounts as collateral, allowing 72% of young Ecuadorians, previously excluded from traditional credit, to finally access loans and achieve financial independence by leveraging their digital assets.
Turning Digital Sweat Into Legal Collateral
The Valuation Engine Behind the Loan
To make the Gamer Loan a reality, Paradais DDB and Banco del Pacífico had to move beyond traditional marketing and into fintech engineering. They developed BancaGamer.com, a proprietary platform that functioned as a real - time appraisal tool. The engine integrated with global gaming marketplaces to analyze the rarity of skins, items, and achievements in titles like Fortnite, League of Legends, and Roblox. This allowed the bank to assign a concrete market value to "digital sweat" - the hundreds of hours players spend leveling up accounts.
Rewriting the Banking Rulebook
The most significant production hurdle was not the creative execution, but a months - long legal restructuring. The agency worked alongside the bank’s legal team to reclassify digital assets as valid collateral under Ecuadorian law. To prevent fraud, they implemented a third - party verification system to ensure accounts weren't "botted" or stolen. Once verified, credit was disbursed within 48 to 72 hours, providing financial access to 72% of young Ecuadorians who lacked traditional assets like cars or real estate.
Zero Defaults and High Stakes
The campaign’s financial performance shattered industry stereotypes regarding the "unproductive" gamer. The initiative saw $2.2 million in loans granted with a 100% repayment rate. Data revealed that gamers were more reliable than traditional borrowers because they were unwilling to lose access to their high - value accounts, which served as the "hostage" collateral. This reliability fueled a 150% increase in new bank accounts and a 500% surge in social media engagement, featuring pro gamer Arianna Macías to ensure the message resonated authentically within the community.
Creative Strategy Deconstructed
Company
Banco del Pacífico had the financial infrastructure and willingness to innovate its lending criteria.
Category
Traditional banks typically relied on conventional assets, excluding many young people from credit access.
Customer
Young Ecuadorians desired financial independence but lacked traditional collateral, possessing valuable digital gaming assets instead.
Culture
Gaming culture was booming, and digital assets were increasingly recognized as valuable, yet financial institutions lagged.
Company
Banco del Pacífico had the financial infrastructure and willingness to innovate its lending criteria.
Category
Traditional banks typically relied on conventional assets, excluding many young people from credit access.
Strategy:
Validate overlooked digital assets to unlock financial access for a new generation of consumers.
Customer
Young Ecuadorians desired financial independence but lacked traditional collateral, possessing valuable digital gaming assets instead.
Culture
Gaming culture was booming, and digital assets were increasingly recognized as valuable, yet financial institutions lagged.
Strategy:
Validate overlooked digital assets to unlock financial access for a new generation of consumers.
Results
The campaign achieved remarkable results: a +150% increase in new accounts, +250% in loan applications, +200% in brand mentions, and +100% in brand awareness. It also saw a +300% rise in new customers and +500% in social media engagement. A total of $2.2 million in loans were granted, reaching 100% of the target audience, with 100% of the loans successfully paid back.
+250%
loan applications
+500%
social media engagement
$2.2 million
loans granted
Strategy Technique
Spotlight the Overlooked
The campaign spotlighted the overlooked value of gaming accounts, transforming them into recognized assets. This strategy unlocked a new market segment by validating a previously ignored form of wealth.
Creative Technique
Unexpected Utility
The campaign introduced an entirely new and unexpected utility for gaming accounts, transforming them into valuable collateral for bank loans. This innovative approach solved a significant financial barrier for young gamers.
Explore Technique
Craft Breakdown
The campaign ingeniously leveraged the inherent value of digital gaming assets to create a novel financial product, effectively bridging the gap between traditional banking and the modern digital economy. It successfully communicated a complex financial innovation in an accessible and appealing way to its target audience.
The core innovation is a digital product that redefines collateral, demonstrating a profound understanding of digital economies and user behavior.
Effectively communicates complex valuation data and credit availability through clear, engaging on-screen graphics and UI elements, making the process understandable.
The messaging is clear, concise, and impactful, effectively highlighting the problem and solution using language relatable to the target audience, both in voiceover and on-screen text.
The consistent use of neon blue, glitch effects, and modern UI creates a distinct, tech-forward brand identity that deeply resonates with the gaming community and reinforces the innovative nature of the product.
synergy
