Philippine Savings Bank (PSBank) recently won a Bronze “Brand Builder” award for Excellence in Brand Positioning at the 2019 PANAta Awards – the premier industry recognition program of the Philippine Association of National Advertisers (PANA) – for its highly-successful Sixth Sense campaign, which effectively positioned how easy and fast it is to get a home loan with the bank.
The short film-driven campaign, which was launched online and on TV, received an abundance of positive feedback for its creative, humorous, and effective attempt to communicate how clients can overcome the fear of a long waiting time for loan approval, through PSBank’s one-day credit decision capability.
The showcased material, developed in partnership with Seven AD, featured some of the Philippines’ familiar mythical figures, and presented them as “lesser fears” compared to the real nightmare of waiting for a credit decision, which Filipinos encounter during the loan application process – a problem now addressed through PSBank’s service.
PANA, affirming how the campaign showcased the brand strength and distinctive “simple and reliable” personality of PSBank, conferred the distinction in a gala well-attended by leaders, movers, and shakers in the industry.
PSBank’s Senior Vice President and Marketing Group Head Emmanuel Tuazon, together with Seven AD and the Bank’s Marketing and PR Division (in picture) receives the award from PANA’s top officers.
PSBank was also recognized as a finalist in the Internal Communications category for its Innovolution / InnovCup campaign, where Workplace by Facebook was utilized as a primary channel to secure fresh ideas that spark transformative change – reinforcing the value and benefits of strengthening a culture of innovation among its 3,000+ employees.