Iris Singapore has created a new integrated brand campaign for GoTyme Bank, a Philippines-based digital bank that aims to stand out in the consumer banking category for its customer service with a human touch.
Over the past decade, as internet-based banking took off in the Philippines, human customer service became the exception rather than the norm. Instead, banks typically use chatbots and automated responses.
This makes it especially bold for GoTyme Bank to shine a spotlight on its own brand of customer service, which unlike competitors, does not use automated responses and chatbots. When users ask for help, they can expect to speak to a real person, who will cater to their needs with human intuition and empathy.
This promise led Iris Singapore to the insight that would anchor its campaign for GoTyme Bank: The more digital the world becomes, the more human a bank needs to be. It speaks to a universal truth that’s especially relevant for digital banks.
The integrated campaign, which went live on 5 October, begins with a film entitled The Lonely Bot. Produced by Directors Think Tank and directed by Rajay Singh, The Lonely Bot tells an emotional story that underscores the value of human connection, especially in a world of relentless technological advancement.
The Lonely Bot is flanked by four individual 20-second short films: Gimme Five, Cupcake, Promotion, and Bot World, which will be released over the next few weeks. Each focus on a value proposition or product of GoTyme Bank.
“One of the ways that humans connect with each other is through a love for stories. Stories have the power to link minds and tribes,” says Cristina ‘Tin’ Sanchez, Executive Creative Director at Iris Singapore. “So, we created a series of stories rich in humanity, truth and emotion, to highlight not only the offers, but the main promise of GoTyme Bank: its human-centredness. Something that is even more precious in the midst of constant AI evolution.”
While all five films live primarily on social and digital, The Lonely Bot will also be screened as a short in select theatres in the Philippines. Other supporting campaign materials exist alongside the films online as well, on GoTyme Bank’s Facebook, Instagram, YouTube and TikTok pages; as well as in print and in outdoor billboards and events.
Raymund Villanueva, Chief Marketing Officer, GoTyme Bank, said: “The integrated brand campaign launched GoTyme Bank’s proposition as a human digital bank which will allows to deliver the best customer service in the country. Through the insight of Iris Singapore, we were able to communicate to Filipinos that GoTyme is a bank that brings the warmth, empathy, and understanding of human interaction into the digital realm. That in a world of automation and digitalization, our customers can call, chat with, or email human personal bankers who are available to assist them 24 hours a day, 7 days a week.”
Chief Marketing Officer – Raymund Villanueva
Head of Brand – Marisol Prieto
Creative Lead – Elpee Abias
Chief Experience Officer – Lionel Gacad
Managing Director: Rebecca Nadilo
Executive Creative Director: Cristina ‘Tin’ Sanchez
Creative Directors: Khoon Kiat Liong and Bernard Tan
Art Director: Yan Yee Kwok
Senior Copywriter: Miguel Escobar
lllustrator: Kitt Lapena
Producers: Bettina Feng and Salimah Saleh
Editor: Pamella Ang
Social Team: Ying Ting Low, Jasmine Yeo, Wei Hao Lam and Rong Yi
Client Services: Rajnish Suneja, Wei Ling Hoong, Tanya Salazar and Kristzann Aw
Strategy: Felix Pels and Ville Väinämö
Growth: Priya Kalidas
Directors Think Tank
Director: Rajay Singh
First Assistant Director: Chevie Law
Executive Producers: Pat Singh, Tek Nam and Darrel Hyon-Le
Article published in Campaign Brief Asia