to branding . The Philippines is one of the most emotional nations in the world and that ' s psychologically proven . Consumers in this region respond to emotional attachment . A second insight is that they hate the banks because the banks are all gold and marble , and not very down-to-earth or consumerfriendly . So we used this as part of our branding campaign and started a hashtag movement , explicitly saying , ‘ Guys , we want you to love us ’. You know , love us , like # DumpYourExBank , basically # NeobankingRomance .
“ Our language is very flirtatious , very friendly . Kind of young , fresh . We call our customers luv and huns . We celebrate monthsaries with them when we send them our statements . We sign our emails and texts with XOXO Tonik . That ' s not something that people are used to from their banks . But at the same time , a Filipino consumer has proven to be very receptive to this kind of fresh , close and comfortable message .”
Krasnov puts this receptiveness down to the cultural nuances of Filipino culture . He believes the Philippines is a very class-driven society for historical and political reasons . There ' s a lot of suspicion towards big
196 May 2022