Case Study

Phillip Bank reached 30k customers through SMS advertising | Case Study | Cambodia

The Objective

Phillip Bank is one of the leading established banks in Cambodia and is part of the PhillipCapital Group of companies, which is headquartered in Singapore.

They offer a wide range of financial services and products catering to corporate, SMEs, and retail customers to sustainably improve the economic well-being in rural and urban communities. Phillip Bank wanted to:

1. Drive new-to-bank customers for its personal deposit, which provides competitive interest earned, and can be withdrawn safely anytime.

2. To reach 3k sign up rate by the end of the year.

The Approach

The campaign was in collaboration with PTT Gas Stations, which rewarded every successful sign-up with a $2 gasoline coupon. Phillip Bank pinpointed 2 districts near its branches which had high potential customer reach and was a sweet spot for brand activation as well.

To accurately reach the right customers in the 2 districts near the Phillip Bank branches, we targeted working-class customers who performed daily online transaction for utility bills and mobile top-ups.

Then, ADA used its proprietary telco-based data management platform, XACT, to real-time and geo-target potential customers based on several key criteria such as [repeatedly seen in areas how many times, stays nearby, etc.]

Potential customers were sent an SMS that gave them options of learning more about the product and offer by sending in an enquiry via a Google Form or calling a designated hotline.

The Results

At the end of the campaign, we helped Phillip Bank achieve:

30k

Targeted customers received the SMS advertisement

68%

Click-through rate (CTR) of link to account opening enquiry via Google Form, 100+ customers completed filling the Google Form.

343

Unique numbers called through hotline for account enquiry