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EstibAdores

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THE CHALLENGE

Estibadores are dockworkers responsible for loading and unloading of products in the country´s largest and most important street markets. They are vital to the economy, yet they work informally without contracts, healthcare, or access to banking. A 2024 health law reduced the legal weight they could carry, cutting their income by up to 30%. 

Mibanco’s objectives were clear: 

  • Demonstrate commitment to Peruvian entrepreneurs by integrating estibadores into the formal financial system 
  • Generate a new source of income for estibadores 
  • Open bank accounts for unbanked workers 
  • Provide access to credit, savings, and digital banking 
  • Attract new clients while delivering on its financial inclusion mission 

THE IDEA

OMD, Circus Grey and Mibanco turned estibadores’ carts into mobile advertising space, paying them rental income deposited directly into new Mibanco accounts. The initiative combined social impact, financial inclusion, and media innovation: 

  • Mapped estibadores’ routes in high-traffic markets of Lima, like Gamarra (500,000+ daily footfall) 
  • Mibanco led as first advertiser to recognize the potential of this new channel, with the concept of using carts as ad space later opened to other brands 
  • Each estibador received a bank account, monthly income, digital banking tools, and tailored financial education 
  • Lightweight, scalable, and sustainable execution designed for long-term impact

THE IMPACT

  • Reached 6.5M people weekly with 62% better cost-effectiveness (CPM) than static OOH 
  • 92% of local businesses showed an increase in their interest in the brand. 
  • The platform attracted brands like Yape, the leading financial transaction app, to participate in a similar campaign due to the social impact it generates and brand recognition.86% positive social and influencer engagement 

By turning a crisis into opportunity, Mibanco and OMD created a sustainable, scalable model that combined social impact, financial inclusion, and innovative advertising—making estibadores visible, valued, and formally part of the financial economy.