GoTyme: Lonely Bot
Championing helpful humans, not chatbots, in the automation era
Background
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.
Challenge
The goal was to challenge two expectations that Filipinos have of banks: first, that banks provide poor customer service; and second, that traditional banks are more legitimate and more secure compared to digital banks.
By promising a higher standard of customer service with a human touch, GoTyme Bank has a big opportunity to stand out in a crowded market. And because it’s regulated by the Philippines’ central bank, it’s just as legitimate as any of the longer-standing traditional banks with which it competes. It was up to us to get the message across to our audience.
Solution
GoTyme Bank’s promise of human customer service 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, which 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, each showcasing usual challenges Filipinos face when it comes to banking. Each film then conveys a value proposition or product that makes GoTyme Bank different from other traditional or digital banks.
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, seven days a week”.
Client
Specialisms involved
Background
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.
Challenge
The goal was to challenge two expectations that Filipinos have of banks: first, that banks provide poor customer service; and second, that traditional banks are more legitimate and more secure compared to digital banks.
By promising a higher standard of customer service with a human touch, GoTyme Bank has a big opportunity to stand out in a crowded market. And because it’s regulated by the Philippines’ central bank, it’s just as legitimate as any of the longer-standing traditional banks with which it competes. It was up to us to get the message across to our audience.
Solution
GoTyme Bank’s promise of human customer service 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, which 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, each showcasing usual challenges Filipinos face when it comes to banking. Each film then conveys a value proposition or product that makes GoTyme Bank different from other traditional or digital banks.
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, seven days a week”.
