Campaign details
Brand: UCash & ShwapnoAgency: Grey BangladeshCountry: Bangladesh
Objectives
United Commercial Bank Ltd. (UCB), one of the largest banks in Bangladesh, had mostly been focused on corporate banking. Therefore the bank had created a perception of being a traditional bank, lacking innovative services and an attitude that is disconnected from the public. To shift its imagery as a progressive brand and connect with a broader audience, it chose technology & innovation, financial inclusion and retail banking as key priorities.
So, the challenge was to take the first step towards including Bangladesh's financial outcasts in...