Myanmar · Brand & Creative Communications
KBZ Bank: Financial Inclusion Viber Stickers
KBZ Bank wanted to engage Myanmar's unbanked and new urban youth through Viber, the country's dominant messaging app. Ruder Finn Era created a financial inclusion concept and designed a 30-sticker pack from sketch to final artwork. The stickers were downloaded more than a million times and reached 35 million people.
The challenge
KBZ Bank's growth depended on reaching two groups that traditional bank marketing missed: Myanmar's unbanked population and the new urban youth who were coming online through mobile first. Both groups lived on Viber, the country's dominant messaging app, where brands compete for a place in everyday conversation.
KBZ wanted to use Viber stickers to engage them, but with a condition: the designs had to be useful beyond mobile, as part of a wider KBZ brand strategy rather than a disposable digital gimmick.
Our solution
Ruder Finn Era, then ERA Communications, worked with KBZ's brand communications team to build the stickers on a financial inclusion concept, so that every character and expression carried the idea that banking is for everyone.
The team wrote the creative copy and designed all 30 stickers in the pack, from the original sketches to the final artwork, in a style that could travel from chat screens into branch materials. The designs proved durable enough that they can still be found in KBZ Bank branches across the country today.
The results
The pack was downloaded more than a million times and the stickers reached 35 million people, putting KBZ into daily conversations across Myanmar.
- Client
- KBZ Bank
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Digital Experience
- Engagement
- Project
