July 12th, 2021, Aishwarya Dabhade
Bank of the Philippine Islands started June with good news. FinanceAsia, Asia's leading financial publication conferred BPI with four awards for investment banking, debt capital markets, equity capital market, and sustainability. But that’s not all. The bank has also secured the highest rise in Ad Awareness scores between May 25 to June 24 of all the brands we track in the Philippines.
The oldest existing bank in both the Philippines and Southeast Asia, Bank of the Philippine Islands saw a rise of 11 points in its Ad Awareness score – a metric that indicates the percentage of people who have seen a brand’s ad in the previous two weeks. The score climbed from 32% on May 25 to 43% on June 24.
BPI announced a promotional offer on June 4, offering customers of the bank a chance to win 6,000 Philippine peso when they used the BPI Online account to cash in their Lazada wallet - a digital payment method. The bank also ran a campaign called #BPIWiseTalks, which educated customers and followers about how forex can help them achieve their financial goals. It included a one-hour free event that was broadcast live on Facebook on June 10 and had Jesse Allan B. Bernales, a forex expert, as the guest speaker.
According to the data by YouGov’s BrandIndex, on May 25th the proportion of Filipinos who had seen a BPI ad in the past two weeks was around 33%. The score hovered between 33% to 39% till June 8, when it began its climb. The bank’s #BPIWiseTalks were followed by another offer in association with the bank’s remittance partner, Al Mulla Exchange where remitters in Kuwait had a chance to win a cash prize equivalent to one month's salary. To celebrate Father’s Day, BPI also offered customers a 5% discount on brands on Boozy.ph.
The Ad Awareness score saw a gradual rise throughout the month of June till it settled on 43% on June 24, its highest score since 2017.
The bank has not only achieved a significant rise in Ad Awareness but also Buzz and Impression scores throughout June. The net score for Impression saw a rise of three points from 33 points on May 25 to 36 points on June 24, while the Buzz score saw a rise of six points from 32 to 38 during the same period.
Receive monthly topical insights about the banking and insurance industry, straight to your inbox. Sign up today.
Discover more banking and insurance content here
Start building a survey now with YouGov Direct
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Bank of the Philippine Islands’ Ad Awareness score is based on the question: Which of the following Financial Institutions & Services brands have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 447 adults in the Philippines between May 25 to June 24, 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.