BACKGROUND:
When UnionBank introduced PlayEveryday Debit initially, it fell short of meeting client expectations. The campaign struggled to generate awareness for both the bank and the product and failed to attract new account holders. The market perceived the messages as complex and had difficulty grasping the concept of a gamified debit card. UnionBank decided to give it another try with a different team and relaunched PlayEveryday Debit. The new objective was crystal clear: they aimed to educate the market about PlayEveryday Debit, explain its gamified features, and convince them to open an account.
IDEA:Â PlayEveryday G!
While "G!" might appear as just a single letter globally, it holds significant meaning for the Filipino youth. In their everyday slang, "G!" is a popular gaming term that stands for "Game" or "I'm game for that," expressing readiness and enthusiasm for new experiences. We bring that energy into banking with PlayEveryday G!
EXECUTION:
Given the potential intimidation factor of traditional banks for Gen Z and young millennials, we set out to make banking and adulting enjoyable. Our campaign flooded social media with engaging games that were not only entertaining but also informative. We strategically targeted their preferred platforms, such as Facebook and Instagram.
RESULT:
The campaign showed promising results with an increase in the number of accounts opened compared to the initial launch.
