BPI turns everyday retail stores into banking hubs in new 'Himala' campaign

The Bank of the Philippine Islands (BPI) has partnered with Harrison Communications to launch a new campaign highlighting its expanding agency banking network, as the bank seeks to make financial services more accessible to underserved communities across the Philippines.

Called 'Himala', the campaign supports BPI's agency banking proposition, which transforms thousands of everyday retail locations into access points for banking services, shifting the emphasis away from traditional brick-and-mortar branches.

The initiative comes as BPI continues to grow its retail partner network to more than 7,000 locations nationwide. Of these, 1,370 stores now allow customers to deposit and withdraw cash, while the broader network enables account opening and applications for BPI products.

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According to BPI, the network has evolved from serving as product application points in 2023 into a more integrated banking ecosystem designed to improve access for Filipinos who may not live near a bank branch.

"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."

To communicate the proposition, Harrison Communications developed a campaign built around the Filipino word himala, meaning "miracle". The creative adapts Rico Blanco's song Himala to capture moments when consumers unexpectedly discover they can complete banking transactions while carrying out everyday errands.

The campaign depicts familiar situations such as late-night work shifts, weekends spent shopping, and communities without nearby bank branches before introducing the message: "Ngayon, pwedeng magbangko dahil May BPI Dito" ("Now, you can bank because BPI is here").

The work spans hero films, social media content, animated teasers and on-the-ground activations, including hundreds of branded tricycles carrying the campaign message and soundtrack through neighbourhoods across the country.

"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."

For BPI, the campaign is intended to reinforce the role of agency banking in advancing financial inclusion while positioning the bank as part of consumers' daily routines rather than a destination requiring a dedicated visit.

"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."

BPI president and CEO TG Limcaoco said the initiative reflects a broader shift in how banking services are delivered.

"The real miracle is not technology itself," Limcaoco said. "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."

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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