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UnionBank
"Applause"
Problem
Gaining positive word-of-mouth with its digital transformation journey, the challenge was to unveil UnionBank as the new and superior standard in banking — all anchored on the biggest reason to believe, the UB Online mobile app.
Insight
Consumers don’t see the use of changing banks, they’re all the same.
Strategy
Convince banking customers that UB Online is the real and proven solution to their long-standing banking problems by showcasing UnionBank’s delightfully surprising digitalized experiences.
Solution
Project Applause communicated UnionBank’s top tier digitalized experiences in a bold and unconventional way. The 360 campaign relaunch showcased how banking can seamlessly be integrated in the consumers’ lives with a tongue-in-cheek humour that’s too relatable to ignore.
Results
800,113
app downloads after launch
vs.
159,303
before launch
259,633
account openings after launch
vs.
31,813
before launch
Aside from this business goal, UnionBank also achieved significant numbers in its KPIs for both Digital and ATL. Most KPIs are reached and some results even exceeded expectations in both awareness and conversion.
Make change happen
© 2021 FCB Manila, Inc. All rights reserved.
© 2021 FCB Manila, Inc. All rights reserved.