The Campaign

We developed a campaign featuring one of the hottest and the most followed Filipino celebrities in social media, Anne Curtis, to show how relaxed banking with PSBank can be. We compared the feeling of transacting to receiving an unexpected massage from Anne. Aside from showing it in our TV campaign, we wanted consumers to actually experience it. We surprised unsuspecting clients with an actual massage from their idol and made the analogy a reality.

Creative Execution

As we showed Anne massaging PSBank customers in our TV ads, we also showed her on-ground this time surprising real customers with a massage. We filmed their reactions showing how they not only enjoyed the massage but were thrilled to get such a treat from PSBank and one the country’s biggest stars. Shortly after the implementation of the on-ground effort, we released the video of the surprise and uploaded it on Facebook, Twitter and Instagram.

The campaign surpassed targeted KPIs in just two months! Facebook views hit 4,647,435 vs the target of 733,333 views – that’s 634% achieved! On Twitter, a 66,000-view target was set but the campaign reached more than 500,000 hits – that’s 758% achieved. On Instagram, target was set at 25,000 but the actual views reached 350,037 – that’s 1400% achieved. 98% of the targeted engagement was achieved (Innity). Facebook generated more than 29M impressions which reached 4.9M unique users. The campaign also garnered more than 69,000 likes, 5,000 shares and more than 2,000 comments that resulted to a high engagement rate. More importantly, the FB page was flooded with comments by consumers attesting that PSBank is an easy, relaxing, hassle-free bank.

The strategy was to use the massage as a way to deliver the bank’s promise of ease and simplicity in everyday banking. We wanted to use this device both on media and on the ground to demonstrate this.