Describe the creative idea

The 2019 Financial Inclusion Survey by the Bangko Sentral ng Pilipinas reveals, 47% of the adult population in the Philippines do not have savings. That, simply put, is horrifying. So on October 31, 2021, World Savings Day, while the rest of the world celebrated Halloween, Tonik, the first Neobank in the Philippines launched a campaign that encouraged Filipinos to start saving by availing of the bank’s killer offers. #SaveYourselfTheHorror may on the surface appear to be joining the annual revelry by featuring some of the most fearsome characters of all time. But the series of social posts played up the horrors of not choosing the right bank to save your hard-earned money. The campaign reaped thrilling results and succeeded in creating awareness for Tonik Time Deposit’s 6% interest rate per annum, the highest in the country.

Describe the execution

As an all-digital bank with barely a year’s presence in the Philippines, Tonik wanted to engage potential depositors (ages 25 to 45) and entice them with the country’s highest interest rate for Time Deposit. But in the highly cluttered digital space, how do we stand out especially on Halloween, which falls on World Savings Day? So in keeping with the neobank’s fun and disruptive personality, we decided to go old-school. We digitized analogue techniques to craft horror film posters reminiscent of hand-painted movie billboards, which were very popular in the country in the 80s and 90s, and turned them into cinemagraphs. Shared on Facebook, where our target spends 4 to 10 hours daily. The nostalgic feel resonated with the audience. And most importantly, the campaign helped in making Filipinos realize that the scariest thing on Halloween (or any day of the year) is running out of savings or having none at all. RESULTS • 76% Overall Engagement Rate • 4.7M Total Reach • 3.62M Total Post Engagements • 32% Landing Page View Rate • 3.1M Total Video Plays • App downloads increased by 161% during campaign period (vs previous month)