MANILA, PHILIPPINES – Rizal Commercial Banking Corporation’s (RCBC) campaign “Every Step of the way” recently scored Platinum for Creative Effectiveness and Gold in Digital Marketing in the 2020 MarCom Awards.
MarCom Awards is an international creative competition that recognizes outstanding achievement by marketing and communication professionals administered and judged by the Association of Marketing and Communication Professionals (AMCP). The international organization consists of several thousand creative professionals. The association oversees awards and recognition programs, provides judges, and sets standards for excellence. Judges are industry professionals who look for companies and individuals whose talents exceed a high standard of excellence and whose work serves as a benchmark for the industry.
RCBC | “Every Step of the way”
The 2020 competition garnered over 5,000 entries from 20 countries, including the United States, Canada, and dozens of other countries. RCBC’s “Every Step of the way” is the only entry from the Philippines. Only entries receiving 90-100 scores are platinum winners, while scores of 80-89 get certified as Gold winners.
Marcom has grown to become perhaps the largest of its kind since its founding year in 2004. The winner’s list shows diversity in size from individual communicators to media conglomerates and Fortune 500 companies.
The theme for the MarCom Awards this year is “Navigating through turbulent times,” where RCBC’s entry nabbed the show’s top 2 awards of Platinum and Gold – an achievement that historically, only 15% and 20% of entries, respectively, can achieve.
The award-winning campaign developed by Entropia Philippines was launched in the middle of the global pandemic and rolled out with over 300 personalized creative permutations at scale and in real-time.
Deployed amidst the pandemic’s backdrop of fear and paralysis, RCBC’s “Every Step of the Way” recognized that while people are facing the need to adapt and turn to digital products and services to fulfill their daily needs, but when it comes to online banking, people still had their apprehensions about it.
RCBC innovated how it served its customers by empowering them to address their banking needs from the safety of their homes efficiently and conveniently via the reengineered RCBC online banking app.
The communications were delivered with precision and scale, customized, and personalized creative executions to different client segments.
“Instead of highlighting our most comprehensive online banking services to date, we chose to go for a personalization-at-scale strategy that first understands our clients’ motivations and needs and then match them with the right online banking solutions. This personal approach with each creative material allowed us effectively to give our clients the confidence that they can continue fulfilling their banking needs despite all challenges.” Ces Natividad, Chief Marketing Officer of RCBC, explained.
“In this age of personalization, we believe that Anticipatory Intelligence through the use of a robust data ecosystem, helps brands and companies serve their customers better and empowers their customers to grow their business amidst challenges that may lie ahead,” explained Kaye Enriquez, Chief Analytics Officer and Deputy Country Head of Entropia Philippines. “RCBC is a company that is genuinely committed to its customers. We are glad to have helped RCBC fulfill this mission.”
Entropia Philippines is the first international expansion office of Entropia Global, the new age marketing consultancy- meet-agency based in Kuala Lumpur, Malaysia. It is recently ranked as among the top 5 fastest-growing independent agencies in the world by Adweek. Veteran digital maverick Ed Mapa Jr leads the Philippine Office as its senior partner and country head.
To see the list of 2020 Marcom winner here. To know more about Entropia visit www.entropia.com.
