Creative Brief ofPSBank Commercials

(Anne Curtis & Luis Manzano)

By: Denise Bagtas

Background

The campaign will communicate that PSBank povides the easy and simple way to save money through its savings products. PSBank wants to effectively convey the practical value of having a savings account through the campaign. Clients will also enjoy the convenience of banking at any of PSBank's 221 branches and 538 ATMs nationwide with 24/7 online banking service.

Objective

• We want our target market to start saving using PSBank’s savings products.

Target Audience

• Beginning to earn their own money• Recently graduated • Have just joined the work force

Consumer Insight• One of the biggest mistakes that Filipinos make is how they define

savings. It usually equates toSalary – Expenses = Savings instead of Salary – Savings = Expenses

Living in the Philippines it is understood that you have to pay the bills, rent, and transportation and give money to your family but at the end of the day, what is left to you? The common thing that Filipinos usually lack is the knowledge on how to save money which is not actually the problem. Acquiring knowledge on how to save money is only 10% of the battle and the rest goes to the discipline we put in saving money itself.

• PSBank made sure that they stress on the importance and relevance of

saving money in your personal life and that saving money can go in many simple options.

Proposition

• When you save, your money is secured and so are you.

Substantiation

• There are instances in your life that you find yourself not capable of fully enjoying a moment because you have money issues.

Tone of Voice

• From serious tone to humorous tone• Reality check approach

Requirement

• Audio announcement that will set the mood and explains what’s happening as the video roll

• It has to be a sequel • It has to be funny

Mandatory

• Logo/company name• Tag-line • Website• Product name

Mandatory • State the number of branches• State the number of ATM’s• 24/7 online banking • Company’s position in the

industry

• “Save. Save up money so we don’t have to worry. That’s what I’m doing, what about you baby?” -Anne

• “So I suppose may savings ka na? Savings, for the real stuff, you know, pagkain, bahay, kuryente, kotse...” -Anne

• “KKB, ha?!” (Kanya-kanyang bayad ) - Luis• “Sabi nila ang dali daw mag-artista. Ang hirap

yatang kumita!” -Luis

• “Eto di nag ra-rhyme, pero makes sense sobrang daling mag ipon sa PSBank. Just open an account in one branch pwede ka na mag deposit o mag withdraw in any branch nationwide, anytime. Dali! Si Anne meron na, astig diba? PSBank eh.”

• “May katwiran si Anne mag ipon ka na kasi. Sigurado ka pang secured ang pera mo. Dali! Baka ma secure mo pa si Anne, galing diba? PSBank eh.”

• “They say money can’t buy love. That’s true, so true. Pero mahirap magmahal kung walang pera. Buti na lang di mahirap mag-ipon sa PSBank. Just open an account with one branch, pwede ka nang mag-deposit o mag-withdraw in any branch nationwide, anytime!”

• “At least walang kahirap-hirap mag-ipon sa PSBank. Securepa ang pinaghirapan mong pera!”