Brand: RCBC MyWallet Virtual Card
Brand owner: Rizal Commercial Banking Corporation (RCBC)
Lead agency: TBWA\Santiago Mangada Puno
Industries: Credit cards & loans
Media channels: Gaming & in-game advertising, Search marketing, Social media
Budget: Up to 500k
Rizal Commercial Banking Corporation (RCBC) is a local bank for both commercial and investment banking. Responding to an ever-growing digital consumer base, RCBC continually innovates its products and services to match the dynamic consumer needs in the digital space.
Facing competitors with larger marketing budgets and a target market that saw it primarily as a business bank, RCBC launched MyWallet for MyWorld, an integrated campaign to launch and create awareness for its MyWallet Virtual Card. The product tapped in to passionate e-sports gamers, and took advantage of existing dedicated gaming communication channels and infrastructure.