As one of the few banks to survive the financial crisis, Yoma Bank operated for over a decade without a full banking licence by providing remittance services only. When the banking licence was returned, LIQUID was approached to create an advertising re-launch campaign. We quickly realised answers to much deeper branding questions were required such as “we haven’t operated as a bank for 10 years, what sort of a bank are we, and who should we become?”
LIQUID spent considerable time interviewing stakeholders to understand brand perceptions and possible concerns, as well as the objectives of the board. This research allowed us to maneuver the brand into a unique brand position in the market and to clearly define it so that the organization, the staff and the wider market knew who the organization is and what the brand stands for.
With a unique launch strategy where real people told the story of the bank from 4 different perspectives, we were not only able to showcase the brand values of the bank, but were able to launch the bank back into the marketplace with a campaign which resonated with the population of Myanmar. Today the bank has grown to be Myanmar’s 5th largest bank.