TrueMoney, the second largest OTC money transfer company in Myanmar, is dedicated to serving unbanked customers, particularly farmers and people in rural areas. With a network of over 30,000 agents, TrueMoney aims to improve the quality of millions of lives every day. Now TrueMoney is introducing a new cash-out Guarantee progamme for all its customers. Our goal was to create awareness for this programme to customers through web TVC.
Challenges
In 2022, Myanmar faced significant economic and social challenges, making it difficult for people to access cash from banks and exchange money without additional fees. Rising crime rates and inflation also led to safety concerns for individuals using money transfer services. Cashing out from banks became increasingly difficult, resulting in long queues and frustration for users.
Communication Solution
To address these concerns and make consumers feel safe and worry-free when using TrueMoney, we positioned the brand as the safest option. We introduced a new cash-out guarantee service, eliminating the need for customers to travel far from home, take public transport, or wait in long queues.
The Game Plan
To effectively communicate our message, we developed a strategy featuring three separate 15-second web TVCs, each addressing a specific concern. These TVCs were amplified through digital and social media channels to reach the target audience.
Animated TVC Approach
Considering budget and timing constraints, using KOLs or celebrities was not viable due to the unstable political situation. Instead, we opted for animated TVCs to create a more approachable and safe atmosphere for viewers. The relatable characters were developed based on everyday people in Myanmar, adding an element of realism to resonate with the target audience.
Final TVCs