GoTyme Bank: Fast Debit Card Access in Just 5 Minutes | Clapboard

Gimme Five: Time is precious

Description

Gimme Five: Time is precious is a dynamic and engaging campaign launched in October 2023 across the Philippines and Singapore, created by Iris Singapore for GoTyme Bank. Focused on the Finance and Professional Services industries, this integrated campaign masterfully combines content and film to communicate a clear and compelling message about the value of time and efficiency in banking services. The central media asset—a sleek, relatable film—addresses a common pain point faced by customers: the cumbersome process of filling out extensive paperwork just to obtain a debit card. By showcasing how GoTyme Bank can deliver a debit card in just five minutes, the campaign positions the brand as a modern, customer-centric financial institution that prioritizes convenience and speed. Emphasizing the tagline get your GoTyme Bank debit card in just 5 minutes, the campaign resonates with busy professionals and everyday consumers who seek simplicity without sacrificing security or reliability. With crisp storytelling and a sharp focus on user experience, Iris Singapore highlights the frustration of traditional banking bureaucracy and contrasts it with GoTyme Bank’s streamlined digital solution, reinforcing the idea that time is a precious resource best spent on meaningful activities rather than paperwork. This campaign not only elevates the GoTyme Bank brand but also taps into the broader cultural shift toward digital transformation in financial services, appealing to tech-savvy audiences looking for swift, hassle-free financial products. Communicated in English, Gimme Five: Time is precious effectively combines the power of film and integrated media channels to deliver a persuasive and memorable message that encourages the audience to choose a faster, easier banking experience with GoTyme Bank.

Credits

Client

GoTyme Bank

Agency

Iris Singapore

Managing Director

Rebecca Nadilo

Executive Creative Director

Cristina ‘Tin’ Sanchez

Creative Director

Khoon Kiat Liong and Bernard Tan

Art Director

Yan Yee Kwok

Senior Copywriter

Miguel Escobar

Illustrator

Kitt Lapena

Producer

Bettina Feng and Salimah Saleh, Pat Singh, Tek Nam and Darrel Hyon-Le

Editor

Pamella Ang

Account Management

Rajnish Suneja, Wei Ling Hoong, Tanya Salazar and Kristzann Aw

Social Team

Ying Ting Low, Jasmine Yeo, Wei Hao Lam and Rong Yi

Strategic Planner

Felix Pels and Ville Väinämö

Growth

Priya Kalidas

Brand

GoTyme Bank

Country

Philippines

Marketing Team

Raymund Villanueva, Marisol Prieto, Elpee Abias, Darlene Centina and the rest of GoTyme Sales and Marketing Personnel

Production House

Directors Think Tank

Director

Rajay Singh

First Assistant Director

Chevie Law

Campaign Proposition

The campaign for GoTyme Bank, titled "Gimme Five: Time is precious," centers on the brand proposition of delivering fast, hassle-free banking services, specifically emphasizing speed and convenience. By promising that customers can obtain a debit card in just five minutes, the campaign challenges the traditional, cumbersome process of paperwork and long wait times commonly associated with banking. The core value conveyed is that GoTyme Bank respects the customer's time and offers a streamlined, efficient alternative that removes unnecessary barriers. Strategically, the campaign targets consumers in the Philippines and Singapore frustrated with the complexity and delays involved in conventional banking services. The creative approach leverages a relatable pain point—the tedious paperwork required to get a debit card—and reframes it by spotlighting GoTyme Bank’s swift service as a distinct competitive advantage. The messaging appeals primarily to busy, digitally savvy individuals who value quick, convenient financial solutions without sacrificing reliability. The single media asset, a film, employs clear, straightforward communication to reinforce this insight, underpinning the brand’s positioning within the finance and professional services sectors as a modern, customer-centric alternative. Overall, the campaign uses performance-driven content to connect with a geographically and demographically targeted audience by addressing a common frustration and presenting an optimized banking experience.

Creative Device

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign centers on the cumbersome process of obtaining a debit card—explicitly referencing the “mountain of paperwork” consumers must endure. The language and metadata directly spotlight a pain point most banking customers can relate to. Both the campaign introduction and the video’s title (“Get your GoTyme Bank debit card in just 5 minutes”) suggest the ad dramatizes the time-consuming hassle and immediately positions GoTyme Bank as the solution with its rapid, streamlined card issuance. There’s no evidence of storytelling arcs, symbolic exaggeration, celebrity presence, or parody—rather, it hinges on a clear problem–solution structure, making “Show the Problem” the most fitting creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats