The bank had first launched its online service in March 2017. Previous promotional campaigns were executed as joint promotions with other big e-commerce brands and offering e-vouchers as incentives to encourage more registrations, installations and usage. The campaigns were executed on digital and social media platforms like Google, YouTube, Facebook and Twitter.
However, we found out that these incentive-based marketing techniques did not shift the longstanding customer preference for traditional brick and mortar banking to the bank’s digital banking platform.
Our data confirmed our intuition – most consumers in our target audience were desperately searching for news relating to the spread of COVID19, and preventive measures they could take to keep themselves and their families safe.
So, we built our creatives and our campaigns with that in mind. The call to action was to switch to safer banking methods with the bank, i.e. to opt for online banking as a safer alternative to traditional brick and mortar banking practices.