For the second straight year, Rizal Commercial Banking Corporation (RCBC) was recognized at an international competition, the 2021 MarCom Awards, this time for its initiative to boost debit & prepaid card spending last Christmas despite the pandemic.
In an official announcement on November 9, the Association of Marketing and Communication Professionals (AMCP) gave the Platinum Award under the Digital Marketing category to the Yuchengco-led universal bank for its RCBC Christmas in Your Cards campaign.
The MarCom Awards honors excellence in marketing and communication while recognizing the creativity of industry professionals.
The AMCP is one of the largest, oldest, and most respected evaluators of creative work in the marketing and communication industry in the world.
Last year, MarCom Awards also gave the Platinum Award to RCBC for its ‘What Now?’ campaign – which is the bank’s pandemic push for online banking – under the Creative Effectiveness category.
Meanwhile, the RCBC Christmas in Your Cards Promo, which ran from November 2020 to January 2021, is a holiday campaign designed to transform every purchase into a rewarding experience. Every time a cardholder uses their debit or prepaid card for purchase, they get a chance to win Apple gadgets or instant gift cards. Working with CBR, Inc. RCBC used mass personalization at scale which allowed the Bank to segment and serve content based on their interests, needs, and shopping habits.
RCBC Chief Marketing Officer Ces Natividad said that because of this program, RCBC was able to defy forecasts and encourage cardholders to spend more, including those inactive and lapsed users.
At a time when the regional forecast was that spending would decline, RCBC, through this campaign, managed to increase its e-commerce transactions by 53 percent compared to the combined industry banking performance in the Philippines, Malaysia, Indonesia, and Thailand.
The campaign also resulted in RCBC’s active cardholders increasing spends by 13 percent, while inactive cardholders and lapsed users spent more by 28 percent and nine percent, respectively.
“RCBC is aware of the impact of the COVID-19 pandemic on our cardholders and we want to make the holidays still worth celebrating. Filipinos will always prioritize their loved ones over themselves so we wanted to make the gesture of giving more rewarding. This is a win-win scenario for both RCBC and its customers,” Natividad added.