BPI - Bank Account

Project Summary

BPI (Bank of the Philippines Island), Philippines largest and oldest

banking institution is launching a new product to the market called

My E-prepaid.

BPI (Bank of the Philippines Island), Philippines largest and oldest

banking institution is launching a new product to the market called

My E-prepaid.

ObjectiveObjective

Primary: to develop a platform that can demonstrate the feature of this latest product that was specifically designed for online use.

Primary: to develop a platform that can demonstrate the feature of this latest product that was specifically designed for online use.

Secondary: to encourage Filipinos to transact and purchase more online Secondary: to encourage Filipinos to transact and purchase more online

The Client

Oldest bank in the Philippines & South East Asia

Oldest bank in the Philippines & South East Asia

Largest bank in terms of market capitalization

Largest bank in terms of market capitalization

the country's most profitable bankthe country's most profitable bank

Influenced other country’s banking

institution including Spain, Mexico & the United States

Influenced other country’s banking

institution including Spain, Mexico & the United States

The Client

Philippines' Strongest Bank in 2009


The bank has received several awards from various financial magazines, such as Euromoney the Far Eastern Economic Review, The Banker, Euromoney, Finance Asia, and Global Finance . Its most recent award was from Asiamoney.

Best Domestic FX Provider of FX Prime Broking Services in the

Philippines as voted by Corporates

Best Domestic FX Provider of FX Prime Broking Services in the

Philippines as voted by Corporates

Best Domestic FX Provider of Single-Bank Electronic Trading

Platform.

Best Domestic FX Provider of Single-Bank Electronic Trading

Platform.



Best Local Cash Management Bank in the Philippines as voted

by Large-Sized Corporations


by Large-Sized Corporations


by Small-Sized Corporations


by Small-Sized Corporations

Best Local Cash Management Bank in the Philippines as voted by Medium-Sized Corporations

Best Local Cash Management Bank in the Philippines as voted by Medium-Sized Corporations

Best Domestic BankBest Domestic Bank

http://en.wikipedia.org/wiki/Euromoney

http://en.wikipedia.org/wiki/Far_Eastern_Economic_Review

http://en.wikipedia.org/wiki/The_Banker

http://en.wikipedia.org/wiki/Euromoney

The Product

Product Name: My E-prepaidProduct Type: Online Prepaid Credit CardBusiness Institution: Banking

Product FeaturesProduct Features

Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Agency TaskAgency Task

Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Communication StrategyCommunication Strategy

Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Single-Minded MessageSingle-Minded Message

Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Target AudienceTarget Audience

Perception/Tone/GuidelinesPerception/Tone/Guidelines

Philippines' Strongest Bank in 2009Philippines' Strongest Bank in 2009Competitive PositioningCompetitive Positioning

Primary: develop a platform that can demonstrate the feature of this latest product that was specifically designed for online use.Secondary: encourage Filipinos to transact and purchase more online

My ePrepaid MasterCard is a reloadable prepaid card that empowers you to shop from the widest selection of MasterCard affiliated shops online and worldwide. Reloading your My ePrepaid MasterCard is easy and convenient through various BPI channels that are available to you 24/7.

Revolutionized online shopping

Social Class: A- B+Demographics: 70% Female – 30% MaleBehavior: Heavy Online ShoppersSpending Capacity: Php 5,000-10,000/month

The Brief

•Dynamic, experienced, contemporary, exciting, fun, communicative•Elegant, semi-corporate, high production value, high visibility•Information should have a fresh and conversational tone•Easy to navigate and find information

BPI is the first to launch a pre-paid credit card. No other bank offer this kind of unique product

The Campaig

n

Phase I: Online ApplicationPhase II: Using the CardPhase III: Integration

Phase I: Online ApplicationPhase II: Using the CardPhase III: Integration

II

IIII

IIIIII

Phase II: Using the Card

Phase II: Using the CardPhase ICard Online Application

•An online site where users can apply for my E-prepaid•Fast and Easy way of applying versus the traditional walk-in the bank/paper application•5-day processing/online submission of requirements

Phase II: Using the Card

Phase II: Using the CardPhase IIUsing The

Card

•Upon receiving of My E-prepaid, card holder can shop through the online site.

•Online shopping exclusive for My E-prepaid user

•Integrate group-buying idea as part of Consumer Loyalty Reward system

My E-prepaid as featured in BPI’s main websitewww.bpicards.com

Phase IIIIntegration

www.bpicards.com

Useful Links

www.bpicards.com/cards

http://www.bpicards.com/BpiBuys/

http://en.wikipedia.org/wiki/Bank_of_the_Philippine_Islands

-end-Prepared by: Maria Katrina Manalo

Apr 2013

Thank you.