Case Study

Phillip Bank reached 30K customers through targeted SMS | Cambodia

The Objective

Phillip Bank is one of the leading financial institutions in Cambodia and is part of the PhillipCapital Group, 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 of rural and urban communities. Phillip Bank wanted to:

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 Drive new-to-bank customers for personal deposits, which provides competitive interest rates and can be withdrawn safely anytime.

2. To reach 3K sign-ups by the end of the year.

The Approach

The campaign was a collaboration with PTT Gas Stations, which rewarded each successful sign-up with a $2 gasoline coupon. Phillip Bank pinpointed two districts near its branches with high potential for customer reach and which were sweet spots for brand activation.

To reach the right segments in the two districts, 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 geo-target potential customers in real-time based on several key criteria such as repeat visits, home proximity and others.

Potential customers received an SMS with options to learn more about the product by filling in an enquiry via Google form.

The Results

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

30K

Targeted customers received the SMS advertising

68%

Click-through rate (CTR) of link to account opening enquiry via Google form with 100+ customers completing a form

343

Unique numbers called through hotline for account enquiry