UCash mobile financial services ‘long hands’ print campaign via Grey Group Bangladesh

Bangladesh has never felt so unsafe. In 2012 alone, Bangladesh experienced 8598 cases of theft, 2927 cases of burglary and 964 cases of robbery, according to police statistics.

And so, United Commercial Bank (UCB), a leading private sector progressive commercial bank in Bangladesh with one of the largest number of branches and ATM booths across the country, created a mobile financial service that allows its consumers to transfer money through their mobile phones.

To communicate the services through United Commercial Bank branches and ATM machines, Grey Group Bangladesh was tasked to create, develop and execute the campaign locally.

The mobile financial service of UCB known as UCash is to provide access to secure banking services on mobile phones. This protects consumers from street crimes when they head towards banks or ATM machines physically to do transactions or make bill payments; or even leaving from banks or ATM machines after withdrawing money to take it home or elsewhere important to pay for something.

The convenience of UCash allows consumers to make bill payments, transfers and transactions securely as well as receiving notifications and alerts on the updates of their accounts through their mobile phones.

Emphasizing on these aspects, Grey Group Bangladesh created “Long Hands” campaign which shows exaggerated visuals of the dangers consumers will face if they carry money physically to loved ones. And so, by using the UCash service, it saves consumers the hassle and time during travels as well as the street dangers to do their payments or transactions physically. Placed across United Commercial Bank branches as well as the ATM machines in Bangladesh, this nation-wide campaign is also spreading fast on the internet with people picking up about the service from as far as China, Middle East and Europe.

Credits – Executive Creative Director: Gousul Alam Shaon. Group Creative Director: Constantine Chew. Creative Director: Nurur Rahman. Associate Creative Directors: Akrum Hossain, Jaiyyanul Huq. Art Directors: Rakibul Hasan, Shariful Islam. Copywriter: Julian Wong. Illustrator: Rakibul Hasan. Typographer: Jaiyyanul Huq. Production: Mokaram Hosain, Mohiuddin Ahmed. Head of Account & Planning: Salahuddin Shahed. Strategic Planning: Bitop Das Gupta. Account Director: Syed Tariq. Account Manager: Iffat Zahur. Account Executive: Jihad Bin Tehzeeb.