Bank of the South Pacific - Always on social
The task/problem: The Bank of the South Pacific (BSP) is preparing to launch the most advanced banking app in Papua New Guinea. With it, the bank will be asking current and future customers to change a major part of their banking behaviour: moving from cash to digital.
The insight: The main barrier to this change is trust. Local culture is built on the Wantok system, where recommendations and guidance on change come from within the community, not from institutions. For people to adopt something new, they need to hear it from someone they trust.
The idea: To overcome this, BSP needs to tap into the local culture and build trust in an authentic way. By using social media to build the emotional and cultural foundations needed for the change to the app, BSP can turn PNG’s most recognised bank into its most trusted one.
Execution: BSP’s first always-on paid social platform brings the idea to life through two evergreen campaigns that work side by side: Wantok Stories, tailored for Meta, and BSP TruTok, made for TikTok and YouTube.
WANTOK Stories.
Wantok Stories is a social first platform focusing on real customers and real stories. It’s built around one simple truth: progress starts when you have the support of someone in your corner. In Papua New Guinea, that belief often begins with family, community, wantok — and now BSP can stand alongside that support system.
The real customer stories will be used as individual 15s videos and then combined into a longer, montage-style 30s.
The content will then also be used across statics and carousel posts featuring snippets and quotes from the video.
BSP TruTok
In PNG, there is no online content that has truly open, honest and real conversations about money. We saw this opportunity and created TruTok (Tok Pisin for True talk).
TruTok is a video podcast series where real BSP customers come on, share their story, money journey, and have an open discussion around money and money habits with our host – a trusted figure in the PNG financial world. The host will drive the discussion and provide real advice and direction.
TruTok will live on Youtube with cutdowns and hook videos, and key moments from each podcast used to launch and sustain BSP’s TikTok channel.
