Positioning itself as an essential key to social mobility and a life of prosperity, Ogilvy has launched a new integrated marketing communications campaign for Telenor Microfinance Bank (TMB) that looks to blur commercial and purposeful goals.
Over 100 million citizens of Pakistan do not have a bank account due to either choice or inaccessibility, with issues ranging from inability to access a branch, illiteracy, social mobility, lack of official identity records, and religious interpretation of financial services.
We did not want to sugar coat journeys or create fake destinies. We wanted our unbanked population to be represented the way they are, no holds barred.
In an effort to drive financial inclusion, the State Bank of Pakistan introduced Shariah-compliant banking into the country after learning that lower and middle-income groups would not only be willing to pay more for Shariah-compliant financial products, but also recommend them as well. In recent years, the growth of this segment has slowed, prompting the need for digital transactional accounts and mobile banking.
“Our research showed that Banks are constantly preaching to the choir,” said Arsalan Mohsin, Director Brands at TMB.
“Either intentionally or unintentionally, they talk to the privileged or already banked population. The significant number of the unbanked population has fueled the informal financial system of local lenders, committee system, hundi, etc.”
To break the clutter around messaging in the financial inclusion awareness ecosystem, TMB decided to connect with new audiences with the intention of raising confidence in becoming part of a progressing financial system.
“We did not want to sugar coat journeys or create fake destinies,” said Mohsin. “We wanted our unbanked population to be represented the way they are, no holds barred.”
Breaking from the Norm, TMB and Ogilvy Pakistan hired Neal Howland, an American amateur travel documentary maker to capture the life of the men and women that are contributing towards Pakistan’s gross domestic product, be it farmers, shopkeepers, or laborers – professions common in the lower class.
“We wanted to call out, celebrate and motivate these people to become a part of the formal financial system, to empower our society on a macro level to take that first step,” said Mohsin.
Like most campaigns, this one focused on maximizing impact and awareness while optimizing spend, focusing on TV, out of home (OOH), and print mediums.
“For selecting the media mix, we analyzed our campaign objectives along with the competitor activity mapped with adequate visibility required in the category to create awareness & build brand recall, and hence TV & OOH were the two focal mediums securing us the required [share of voice],” said Mohsin.
“[The medium of] TV was used to attain the maximal reach within the campaign duration of 3 weeks while OOH was bought at strategic locations to create maximum word of mouth & impact through larger than life assets acquisition.”
While print readership is on the decline for the middle and upper class due to the proliferation of the internet and mobile phones, Mohsin said that print continues to hold relevance with the unbanked population, including older age groups.
“Newspaper rollout had two-point agenda including creating awareness for brand ideology through creative insertions & a reach based rollout to deliver campaign message to the target audience,” said Mohsin. “Newspapers [were] used as a support medium in conjunction with TV & OOH.”
Ogilvy Pakistan – Campaign Team
Sadia Qutubuddin, Executive Creative Director
Aiman Saleem, Associate Creative Director
Adil Ehsan, Senior Creative Manager
Awais Mohsin, Head of Design
Ammad Shah, Head of Strategy
Aadil Bin Qasim, Group Account Director
Sehar Palijo, Associate Account Director
Noor-e-Iman Khan, Account Manager
Telenor Bank – Brand Team
Subhan Ahmad, Head of Marketing
Arsalan Mohsin, Director Brands
Zainab Durrani, Assistant Director Brands
Asad Askari, Assistant Manager Brands
Shoaib Khan, Director Digital Marketing
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