Client: Ooredoo Agency: Mango Advertising
Acc Director: Lester Obice Acc Exec: Pyi Phyo Aung Creative Leads: JJ Moreno Artists: Myint Lwin Bo
Production House: BrandComm Director: Mona Mahmood
Fintech sub-brand of Ooredoo ‘M-Pitesan’ needed a boost in brand presence and a twist in personality to stand out amongst competitors. Money transfer services have been habitual in Myanmar for many years and brands offered similar, if not the same, services and promotions to win over consumers. With all competitors at a level playing field, the task was to attract attention and appeal with our brand persona that wouldn’t be disguised by the others.
While most brands would portray a comedic personality through stories of common situations wherein money transfer saves the day, our strategy was to go beyond the instances when a fintech can help when there’s a financial panic and instead focus on bigger payoffs that make a money transfers service so valuable. M-Pitesan became ‘more than money transfer’.
The spark for the creative work was triggered by our target’s passion for cinema. In particular, romance. In a 45 second movie trailer style film, we were able to bring out the ‘more than money transfer’ message in a classic Myanmar love story of a young couple in a distant relationship that are saving money to one day be together. Throughout the film we see the hard-working man using money transfer to support his love who has family responsibilities of her own. Just as financial stability is looking promising for the couple, the women faces a family problem that gives her doubt she can be separated from her parents. In a dramatic climax to the story, the couple overcome the problem with the accessibility of a nearby M-Pitesan agent and the women gains the reassurances she can continue to support her family while with the man she loves.
