Finance is a serious business that no one can avoid. But financial services have increasingly realized that they can’t always be serious when they talk to their customers, and have gradually veered away from the stiff and intimidating tones often associated with the industry. This prompted the Rizal Commercial Banking Corporation to refresh their corporate identity in 2017 and modernize the way they communicate to the customers of today. With the “We Believe in You” philosophy, RCBC evoked a personality and tone of voice that forged a more personal relationship with their customers by being more conversational, approachable, relatable, and comprehensible. With this new philosophy communicated in all brand touchpoints and channels, there was an opportunity for RCBC to distinguish itself on social with a tailor-fit persona that will build a relationship with the Filipino audience. This is where their partnership with EON DiG began.
A SOCIAL MEDIA PERSONA WORTH BELIEVING IN
Young millennials make up the largest user base on social. They also happen to be the generation that needs the most help when it comes to managing personal finances, as they take on a new life challenge: adulting.
The help that millennials need is apparent: they need a financial partner who will guide them in starting their journey to adulthood. They recognize the need to grow up, and why they should start laying the foundation for the life they want to live as early as now. But at the onset, that can appear quite daunting because they wouldn’t know where to start. After all, it’s a long and overwhelming process that entails a lot of steps. As a result, it becomes tempting to just daydream about the life they aspire to have, and keep everything as Make-Believe. But they deserve more than that. Millennials should be able to believe that their dreams can become reality.
This is where Mr. Believer, our social brand voice and positioning for RCBC, steps in. On social, Mr. Believer is a big believer that good things happen to those who act on their dreams. He is the kuya (big brother) everyone admires--the mature individual who seems to succeed in adulting, yet remains humble and approachable. Millennials are inclined to trust him, because he knows exactly what millennials are going through, at the same time inspiring them with his achievements.
On social, Mr. Believer talks about how RCBC and its products and services can help millennials realize their dreams. He encourages them to get started on their goals – to take that first step; to stop playing safe, and start playing smart; to stop pushing back, and start pushing forward. RCBC believes that its clients can realize their dreams, that they can move from Make-Believe to believing.
To push this even further, we developed a creative look and feel that complemented “Make Believe to Believe”, and went against the conventions of the financial services industry. Standing out was critical for the brand. Instead of going with the usual stock photos, with art and copy about the product or the ongoing promo – we used vectors and vibrant colors to look more young and relatable to our audience. This approach allowed the brand to illustrate the possibilities of adulting to Filipino millennials, and encourage them to take that daunting first step.
