GoTyme Bank banks on the human touch in new campaign

Philippines-based digital bank GoTyme Bank has rolled out a new integrated brand campaign that aims to emphasise the importance of the human touch in its customer service as it looks to be a “human digital bank”, separate from the increasing reliance on chatbots and automated responses in the consumer banking category.

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Done in collaboration with Iris Singapore, the integrated campaign went live with a film titled “The Lonely Bot”. Produced by production company Directors Think Tank and directed by Rajay Singh, the emotionally charged short film emphasises the importance of human connection.

It follows a robot as it wanders through a mall, failing to find human connection until it gets a phone call from a person from GoTyme Bank.

https://www.youtube.com/watch?...

The film highlights GoTyme Bank’s promise that when users ask for help, they can expect to speak to a real person, who will cater to their needs with human intuition and empathy. Anchoring the campaign is the belief that as the more digital the world becomes, the more human a bank needs to be.

“The Lonely Bot” will be followed by four individual 20-second short films: Gimme Five, Cupcake, Promotion, and Bot World, which will be released over the next few weeks. Each video will focus on a value proposition or product of GoTyme Bank.

“The integrated brand campaign launched GoTyme Bank’s proposition as a human digital bank which will allow to deliver the best customer service in the country,” said Raymund Villanueva, chief marketing officer of GoTyme Bank, in a statement. He highlighted how the bank brings the warmth, empathy, and understanding of human interaction into the digital realm.

“In a world of automation and digitalisation, our customers can call, chat with, or email human personal bankers who are available to assist them 24 hours a day, 7 days a week,” he added.

While all five films will live primarily on social and digital platforms, “The Lonely Bot” will also be screened as a short film in selected theatres in the Philippines. Other supporting campaign materials will also appear on GoTyme Bank’s Facebook, Instagram, YouTube and TikTok pages, as well as in print and in outdoor billboards and events.

“One of the ways that humans connect with each other is through a love for stories. Stories have the power to link minds and tribes,” said Cristina ‘Tin’ Sanchez, executive creative director at Iris Singapore.

“So, we created a series of stories rich in humanity, truth and emotion, to highlight not only the offers, but the main promise of GoTyme Bank: its human-centredness. Something that is even more precious in the midst of constant AI evolution,” she explained.

GoTyme Bank’s campaign sets it apart in a world where companies are increasingly leveraging AI and chatbots in their customer service experiences.

In August 2023, Ascott launched an Ai-powered chatbot named Cubby to enhance its guests’ journeys by being their travel buddy. Through Microsoft OpenAI and Azure Services, Cubby provides guests with a personalised itinerary of destination highlights, accommodation recommendations, suggestions for activities, as well as the best locations for pictures, to name a few.

Similarly, TikTok began testing for a new AI-powered chatbot tool called Tako to help users search for content on the app. The chatbot would also be able to answer questions and hold conversations with users, while improving the search and content discovery capabilities of the app.

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