The Big,
The Bank,
And the Bold.
The Philippine banking industry is dominated by huge, universal banks that have been around for decades. Usually catering to businesses and smaller, wealthier clientele, this made larger middle to low-income segments feel ignored.
PSBank, as a challenger retail bank, wanted to change that– boldly using humor and drama, making use of local insights to genuinely connect with its consumers.
Insight: Life gets busy and banking shouldn’t take you away from the moment.
Big Idea: Bank anywhere and live the story of your life– with less interruptions.
Credits: Creative Director - Russ Molina, Rina Dela Calzada, Art Director- Angel Ramos, Natassja Velasco, Sam Vargas
Blockbuster Moments
to Bank On
From the big idea, we were able to create a series of film-inspired commercials that demonstrated the features and ease of the app– from Wes Anderson, to sci-fi, even horror and action!
COPY:
My daughter loves her phone, Non-stop posting,
Picture here, picture there, Picture after picture,
All the time picture,
That's why I believe in her,
Can you imagine?
She deposited my check with just a picture!
Enjoy effortless deposits with the PSBank mobile app!
So even if you're busy,
you can rest easy!
COPY:
Whatever happens,
Nothing will stop you,
Because with PSBank PaSend,
It's so easy to send money.
Easy right?
That's PSBank
Home loan horrors you can laugh about?
Count on it.
INSIGHT: Nothing is scarier than the idea of a loan.
BIG IDEA: PSBank makes it so easy that there’s nothing to be afraid of!
RESULTS:
● Increased inquiry by 200 vs month-on-month avg.
● Highest number of approved loans in 2018
● 2,162,205 Unique Views