Kina Business Banking

Empowering PNG's SMEs

Reaching PNG's business heartland

Client
Kina Bank

Year
2023

Scope

  • B2B marketing insights
  • Concept development
  • Photography & video assets
  • Local area marketing
  • Digital strategy & content
  • Social media & community management
  • Media buying

The challenge

Business customers are a key pillar for the ongoing growth of Kina Bank.

Over the course of 2023, we were tasked with strengthening Kina Bank’s brand position as PNG’s leading digital bank in the minds of business audiences via two campaigns:

  • Local-area business lending: growing local loan books at branches with face-to-face service.
  • Digital business banking products: positioning Kina Bank as PNG’s leading digital bank using the bank’s Business Ambassadors.

The solution

Both campaigns highlighted the importance of relationships in the business space and ultimately the power of working together. These directions are strongly aligned with Kina Bank’s brand positioning: ‘Together it’s possible’.

”By showing the power of working together, we’ve empowered more businesses across PNG to challenge what they thought was possible.

The process

For the local-area business lending campaign, we humanised the benefits by putting local business banking advisors in the spotlight. This was bolstered by the brand positioning to promote Kina’s superior business loans service making business goals a reality.

To promote digital business banking products, we positioned Kina Bank as PNG’s leading digital bank—and partner to businesses—with engaging social videos. This content explored the personalities and businesses of Kina Bank’s official Business Ambassadors: Tabu Warupi and Chef Julz.

Chef Julz
Kina Xero Bank Feed
Tabu Warupi
Kina Xero Bank Feed

The impact

”70K users visiting the Kina Business Loan webpage across the campaign.

Throughout July 2023, the local area business lending campaign generated 1,435 form submissions with an average engagement time of two minutes across 70k users visiting the Kina Business Loan webpage.

The number of comments and likes on the posts for Chef Julz and Tabu in the digital banking and business products campaign demonstrated strong ongoing engagement over the 12-month campaign period.