Why is this work relevant for Social & Influencer?

It's horrifying that nearly half of Filipinos have no savings (Based on 2019 survey of PH Central Bank). And since 64.7% of Filipinos are on Facebook, Tonik, the first Neobank in the Philippines engaged digital savvy users, ages 25 to 45, who spend 4-10 hours a day on Facebook to start saving by creating hype for World Savings Day, October 31, 2021. The same date as Halloween, the all-digital bank utilized the popular occasion to promote its one-day offer. #SaveYourselfTheHorror social posts played up the horrors of not choosing the right bank to save your hard-earned money.

Background

Established in 2020 with its main headquarters in Singapore, Tonik Digital Bank is the first Neobank in the Philippines. Its primary aim is to financially enable existing Filipino banking customers and offer the 70% of the population that remains unbanked with a less intimidating and all-digital option. Furthermore, according to the 2019 Financial Inclusion Survey of the Bangko Sentral ng Pilipinas, about 47% of the total adult population in the Philippines do not have savings. So in line with Tonik’s values to further encourage saving and make the practice more attractive to Filipinos, the neobank decided to create a special promo on October 31, 2021, World Savings Day. Tonik’s offer not only removed the inbound transaction fees that day, but also highlighted their highest interest rate of 6% p.a. for all customers saving through Time Deposit. The campaign’s goal was to engage potential depositors and drive them to download the

Describe the creative idea (30% of vote)

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. 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 social media. The campaign reaped thrilling results and succeeded in creating awareness for Tonik Time Deposit’s 6% interest rate per annum

Describe the strategy (20% of vote)

The campaign targeted digital savvy users who are already familiar with online financial tools and the conservative investors who are exploring alternative ways of earning. And since 64.7% of Filipinos are on Facebook, the brand went on the popular social media platform to hype up the special one-day offer even days prior. What better way to get people onboard and interested in becoming Tonik depositors than by being present where they normally are for 4-10 hours in a day? We focused on male and female ages 25-45 years old in the Philippines. The campaign was implemented from October 26 to October 31, 2021.

Describe the execution (20% of vote)

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 highest interest rate for Time Deposit in the country. In the highly cluttered digital space, how do we stand out especially on Halloween? In keeping with the neobank’s fun and disruptive personality, we decided to go old-school. We digitized analogue techniques to craft horror movie posters reminiscent of hand-painted film 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 4-10 hours daily. The nostalgic feel resonated with our target. 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.

List the results (30% of vote)

• 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)