A new positioning and new mascot help a bank stand out in a crowded Cambodian market
A through-the-line campaign connects with consumers by offering to make banking “easy, easy” with the help of a delightful new mascot
The Challenge:
Cambodia’s banking market is crowded, with over 50 banks competing for new customers. Cambodians are new to banking and find banking services confusing and difficult to navigate. PPCBank was not differentiated or even well known in the market.The Process:
MangoTango began with a competitive review and consumer research to understand what Cambodians were looking for in a bank. Based on the key insight that consumers struggled to engage with banks, we developed the positioning of Easy Banking – a new brand positioning for the bank’s communications. In order to break through the clutter in a crowded market, MangoTango recommended development of a mascot to attract attention and to deliver the key message of easy banking. While mascots are popular in Asia, there are few mascots in Cambodia and especially for banks.
The Outcome:
MangoTango developed through-the-line communications with the easy banking message, including a new website, video spots, social media content, and point-of-sale material. PPCBank trained their staff to deliver on the promise of easy banking. Working in partnership with our clients and an award-winning animation studio, we developed a charming new mascot to capture consumer attention and engagement.
