Shwapno and UCB: Project AgroBanking

United Commercial Bank (UCB), a banking brand, used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

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...

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