|Title||KHAN BANK SIGNATURE|
|Product / Service||KHAN BANK SIGNATURE CARD|
|Category||A11. Consumer Services|
|Entrant||BAT SOLUTION PARTNERS Ulaanbaatar, MONGOLIA|
|Idea Creation||BAT SOLUTION PARTNERS Ulaanbaatar, MONGOLIA|
|Media Placement||BAT SOLUTION PARTNERS Ulaanbaatar, MONGOLIA|
|Production||BAT SOLUTION PARTNERS Ulaanbaatar, MONGOLIA|
|Bayarkhuu Ganjav||Bat Solution Partners||CEO|
|Shur Tseden-Ish||Bat Solution Partners||Account Manager|
|Jimsee.E||Khan Bank||Senior Officer of Marketing Department|
|Uyanga.L||Khan Bank||Head of Marketing Department|
|Tumen-Ulzii Dolgor||Bat Solution Partners||Creative Director|
|Batbayar Dashdeleg||Bat Solution Partners||Art Director|
|Ganzorig Vanchig||Bat Solution Partners||Chairman of the Board|
The campaign is based on the idea of "Real People, Real Stories". Young, passionate, energetic, sophisticated, trendy, and successful people were chosen to be the brand ambassadors of the Signature Brand.
Overall budget: 150,000 USD Breakdown of the cost: TVC Production- 20,000 USD Paid Media- 40,000 USD Product Development- 25,000 USD Launch Event- 40,000 USD Series of events in urban and rural areas- 25,000 USD
Implementation: Brand Ambassadors, TVC, Social Media Contents, Web Banner, Call-to-action video, direct marketing activities (text messaging, B2B sales promotion), indoor ads, outdoor ads, teaser TV ads, FM ads, print ads, website. Timeline: Preparation- 2017.08.15-2017.10.06 Pre-Launch- 2017.10.11-2017.10.13 Launch- 2017.10.19 Post-Launch- 2017.11.11-2017.12.30 Placement: Product Placement in 537 branches of Khan Bank. Scale: Nationwide
Business impact: Total of ~30,000 Signature Members (Projected new members was 1,000) Impressions: As a product targeting the young, successful consumers, the product was successful in meeting the needs and demands of its target segment. Change in behavior: The product brought along a trend among young, aspiring people to express their status as a Signature Member. Consumer awareness: Consumer awareness was created mostly through word-of-mouth and recommendation.
Khan Bank Signature Brand builds a long term emotional connection between the brand and the customer. It was the first product of its kind in Mongolia among the banking sector.
Target audience: • Customers between 27-45 years old • Business people/professionals • They always thinking about their future • They want to achieve financial freedom /family happiness Approach: The Triple "S" Strategy (Signature, Social Responsibility, Shared Value) was implemented. Signature is a form of self expression of the customers (not handwritten signature). Khan Bank gave recognition young, passionate, energetic, sophisticated, trendy, and successful people to society as part of its Social Responsibility. The recognition of these brand ambassadors create a Shared Value which brings positive influence to society and young, and aspiring individuals.