RCBC Hyper-localization to Magnify Product Relevance at Scale

Background

The pandemic forced people to rely on digital solutions for day-to-day routines, including banking. RCBC launched its first end-to-end online account opening portal, making it easier than ever to open an account! With just one valid ID, clients can open a new RCBC account without visiting a branch and in just minutes.

Objective

To convince existing customers and potential customers that RCBC is the right bank to help them transition to online banking and move forward amidst the pandemic.

What We Did

Avyan, in collaboration with RCBC, deployed a personalization-at-scale strategy that leverages the bank's understanding of its existing and potential client segments, along with advanced digital marketing technology. Customers were classified into personas based on their banking motivations and needs. 

Materials were then developed to match these personas with the most relevant digital baking features and contextualized based on where they saw the ads - producing over 300 materials permutations in real time. 

The customized and personal approach for each creative material allowed RCBC to effectively give its clients the confidence to continue doing business, support their loved ones, and manage their banking needs despite the challenges.

Output and Outcome

With the campaign launching in the midst of a global crisis, RCBC Online Banking enrolments marked a 219% increase from the start of the lockdown to July 2020.

RCBC Online Banking also managed to reduce its Cost Per Enrolment by 1400% - the most efficient rate to date.