Toronja Comunicación Integral

2009

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2008

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2007

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2006

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2005

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BBVA Banco Continental

Comunicación estratégica

	El banco BBVA Continental nos presentó este problema: “queremos ser parte de La La Gran Semana de Lima. Pero también queremos ser auspiciadores de la lectura en el Perú”. Nuestra solución fue elegir un día de la Gran Semana, y bautizarlo como “Lima, Ciudad de Fantasías”. Para ese día congregamos a niños entre los 5 y 10 años de diferentes colegios para que pintaran murales para embellecer el centro histórico de Lima, inspirados en libros que les dimos. Antes de pintar los murales se dictó un taller con cada grupo de niños, a cargo de los artistas plásticos que conforman la Federación Peruana de Superhéroes. En cada taller se estimuló el debate y la reflexión acerca de la lectura escogida y, a partir de ello, los niños realizaron sus propios dibujos, los que sirvieron de base para el mural definitivo que fue pintado por los niños y los artistas. Con esta acción el BBVA Banco Continental ha estimulado la lectura de los niños en un país donde, de cada 10 niños, 8 no comprenden lo que leen. En este caso no solo han comprendido, sino que han sido entusiasmados; y eso es lo que ofrece la lectura: intensifica las pulsiones más felices de la vida: la imaginación, la creatividad. Los medios, además, lo han entendido así: grandes imágenes del evento han sido publicadas para sentar un precedente para otras instituciones.



	BBVA es un sólido grupo financiero, de elevada solvencia y gran dimensión con un objetivo común: unir todas las fortalezas para establecer relaciones duraderas con clientes cada día más satisfechos.

av. comandante espinar 844 - miraflores - lima - perú, t: (511) 719 6625