The Bank of the South Pacific is gearing up to release the most advanced banking app in Papua New Guinea. With the introduction of this app they are going to be asking their current and future customers to change a massive part of their banking behaviour: moving from cash to digital.
We identified that the main barrier to this behaviour change would be trust. Local culture is built on the Wantok system, where recommendations and guidance on change come from within the community. To overcome this, we needed to tap into the local culture to build customer trust in an authentic way. We needed to set up the emotional and cultural foundations that will turn PNG’s most recognised bank into its most trusted one through BSP’s first always-on paid social campaign.
The two platforms work together side by side. Wantok Stories tailored for Meta and BSP TruTok made for TikTok and Youtube.
*Ai used for illustrative purposes, real campaign in production*
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.
