The Rural Bank of
Guinobatan, Inc. is a strongly-entrenched player in the local banking industry in the
Bicol Region particularly in the Province of Albay. The province, however, is home to
several other rural, cooperative, thrift and commercial banks vying for a share of their
market through various financial programs. While all of the universal institutions in
the area have developed an app and POS for mobile banking transactions, the rural
banking sector which services majority of the backyard industries and registered small
to medium-sized enterprises have yet fully realize the digitalization of their services
in their role as economic catalysts in the countryside.
In answering the call of the Banko Sentral ng Pilipinas for rural banks to serve as
conduits of government aid in the countryside, the Rural Bank of Guinobatan developed
it’s very own mobile banking app and POS to spark economic empowerment among the rural
communities in Albay and the rest of Bicolandia. But how do you launch and entice an
aging market who are more intimidated than welcoming of mobile banking solutions?
Tapping into the insight that the simplicity of one’s dreams for success are better
understood by those closest to you, Hey! Communications defined the product’s role as
the only local banking solution that speaks the language and simple dreams of the rural
folk and therefore, would be in a better position to understand them and their needs.
Aptly naming the mobile banking app and POS as “Asenso” to reflect the end aspiration of
people in the rural communities, RBGI puts mobile banking innovation for financial
programs and value-added services in their hands so they can be empowered to achieve
their dreams and transform their lives.
Paolo Honrado, President and CEO of the Rural Bank of Guinobatan shares, “The Asenso App
features are not limited to the rural communities in Albay or Bicol as we plan to
steamroll our program and share our network in other regions as soon as possible”.
The life transforming-inspired campaign was aggressively launched across the region in a
mix of OOH, ambient, radio and on-ground efforts, and with massive advertising support
across the digital platform as strategically planned by Binary Digital Advertising.
