Yoma Bank

As one of the few banks to survive the financial crisis, Yoma Bank operated for over a decade without a full banking licence by providing remittance services only. When the banking licence was returned, LIQUID was approached to create an advertising re-launch campaign. We quickly realised answers to much deeper branding questions were required such as “we haven’t operated as a bank for 10 years, what sort of a bank are we, and who should we become?”

Services

Brand Research
Brand Strategy
Brand Identity
Brand Expression
Brand Book
Environmental Branding
Photoshoot
TV Production
Launch campaign
Media planning
Media buying (OOH, TV, OGA, Print, Facebook)
Advertising strategy
Campaign monitoring and reporting

Solution

LIQUID needed to find answers to these very big questions in a rapidly growing market. We spent considerable time interviewing all stakeholders and the public to understand brand perceptions and possible concerns, as well as the objectives of the board. This research allowed us to maneuver the brand into a unique brand position in the market and to clearly define it so that the organization, the thousands of staff country-wide and the entire market knew who the organization is and what the brand stands for.

The bank had shared a journey with all the people of Myanmar, through tough economic crises, but had emerged stronger and wiser than ever. This concept became the cornerstone of the brand positioning, which translated into the brand promise: The Responsible Bank.

To reflect this unique market positioning, we developed a launch strategy that had not been seen in the category before – we selected real people to tell an authentic story of the bank from 4 different perspectives. This way, we were not only able to showcase the brand values of the bank, but were able to launch the bank back into the marketplace with a campaign which resonated with the population of Myanmar.