The creative brief outlines plans for a commercial campaign featuring actors Anne Curtis and Luis Manzano to promote PSBank's savings products. The objective is to encourage the target audience of young working professionals to start saving using PSBank's convenient services. PSBank wants to convey that saving money secures both your finances and future by stressing the importance of discipline and options for simple saving. The campaign tone will range from serious to humorous, using reality checks and highlighting PSBank's extensive branch and ATM network for easy access to savings accounts.

1. Creative Brief of
PSBank Commercials
(Anne Curtis & Luis Manzano)
By: Denise Bagtas

2. Background
The campaign will communicate that PSBank povides
the easy and simple way to save money through its
savings products. PSBank wants to effectively convey
the practical value of having a savings account through
the campaign. Clients will also enjoy the convenience of
banking at any of PSBank's 221 branches and 538 ATMs
nationwide with 24/7 online banking service.

3. Objective
• We want our target market to start saving
using PSBank’s savings products.

4. Target Audience
• Beginning to earn their own money
• Recently graduated
• Have just joined the work force

5. Consumer Insight
• One of the biggest mistakes that Filipinos make is how they define
savings. It usually equates to
Salary – Expenses = Savings instead of Salary – Savings = Expenses
Living in the Philippines it is understood that you have to pay the
bills, rent, and transportation and give money to your family but at
the end of the day, what is left to you? The common thing that
Filipinos usually lack is the knowledge on how to save money which
is not actually the problem. Acquiring knowledge on how to save
money is only 10% of the battle and the rest goes to the discipline
we put in saving money itself.
• PSBank made sure that they stress on the importance and
relevance of saving money in your personal life and that saving
money can go in many simple options.

6. Proposition
• When you save, your money is secured and so
are you.

7. Substantiation
• There are instances in your life that you find
yourself not capable of fully enjoying a
moment because you have money issues.

8. Tone of Voice
• From serious tone to humorous tone
• Reality check approach

9. Requirement
• Audio announcement that will set the mood
and explains what’s happening as the video
roll
• It has to be a sequel
• It has to be funny

10. Mandatory
•
•
•
•
Logo/company name
Tag-line
Website
Product name

11. Mandatory
•
•
•
•
State the number of branches
State the number of ATM’s
24/7 online banking
Company’s position in the
industry

12. • “Save. Save up money so we don’t have to worry.
That’s what I’m doing, what about you baby?” Anne
• “So I suppose may savings ka na? Savings, for the
real stuff, you
know, pagkain, bahay, kuryente, kotse...” -Anne
• “KKB, ha?!” (Kanya-kanyang bayad ) - Luis
• “Sabi nila ang dali daw mag-artista. Ang hirap
yatang kumita!” -Luis

13. • “Eto di nag ra-rhyme, pero makes sense sobrang daling mag ipon sa
PSBank. Just open an account in one branch pwede ka na mag
deposit o mag withdraw in any branch nationwide, anytime. Dali! Si
Anne meron na, astig diba? PSBank eh.”
• “May katwiran si Anne mag ipon ka na kasi. Sigurado ka pang
secured ang pera mo. Dali! Baka ma secure mo pa si Anne, galing
diba? PSBank eh.”
• “They say money can’t buy love. That’s true, so true. Pero mahirap
magmahal kung walang pera. Buti na lang di mahirap mag-ipon
sa PSBank. Just open an account with one branch, pwede ka nang
mag-deposit o mag-withdraw in any branch nationwide, anytime!”
• “At least walang kahirap-hirap mag-ipon sa PSBank. Securepa ang
pinaghirapan mong pera!”