Evolve. Now. HNB Digital Banking App

HNB is the No. 3 bank in Sri Lanka.

It has a perception of a bank that is as reliable as a state bank – hence – a bank that has the reach and the stability – but not the “bank of the future”

HNB’s  DBA was that of a “state bank” and not of a bank that was transforming itself to be a bank that was digitally futureproof. Having identified this HNB revamped their DBA which needed not only to match the competition but surpass them in leaps and bounds.

Although HNB launched the new app– its customers were not aware of the new app and its’ offerings and therefore were not upgrading it. The new app boasted an amazing UX & UI and this needed to be communicated strongly. Therefore, we needed to position the new DBA not only as an app for its current customers but as an app that would ultimately be one of the top banking apps of SL.

2020 was a year of change. Our perceptions of the consumers who were using & consuming digital now had changed. As they have HAD to learn new ways to do everything from home; working, shopping, banking etc.

Corporates have HAD to pivot to meet these changes and challenges in delivering solutions to the new consumer who is now digitally empowered. The demand for convenience was phenomenal & digital solutions for all sectors was changing overnight.

So, our strategy was not only to create awareness and increase downloads of the new App amongst HNB’s customer base but to position HNB’s digital banking app as the future for all things Banking.

Our campaign theme was based o the insight that change is the only constant. Since our primary objective was to convince the existing customers to download the new app, we wanted to go with a bold statement, which was two pronged. Not only were we changing our offering with the new DBA app, but we were also asking our customers to change in the way they do banking.

Campaign Theme: Evolve. Now.

The digital video was predominantly launched on digital mediums & amplified on TV & Print. We developed feature videos that were digitally optimized that brought out the ‘evolvement’ of banking. On ground, we seeded our content on bank branch TV’s,  & OOH.