Rizal Commercial Banking Corporation: MyWallet for MyWorld

Local commercial and investment bank, Rizal Commercial Banking Corporation (RCBC), decided to forgo mass marketing in the Philippines to target unbanked Filipinos online and change its image from traditional business bank to digitally innovative consumer brand.

Campaign details

Brand: RCBC MyWallet Virtual CardBrand owner: Rizal Commercial Banking Corporation (RCBC)Lead agency: TBWA\Santiago Mangada PunoCountry: PhilippinesIndustries: Credit cards & loansMedia channels: Gaming & in-game advertising, Search marketing, Social mediaBudget: Up to 500k

Executive summary

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...

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