GREY Advertising Bangladesh Limited has won two awards in the recently held Cannes Lions International Festival of Creativity. The agency won the awards for their project UCB AgroBanking Powered by Shwapno.
The project bagged a Silver Lion in the Launch/Relaunch category of Brand Experience & Activation Lions and another Bronze Lion in the Mobile Payment Solution category of Mobile Lions.
About the Project
Of the 167 million people living in Bangladesh, 36 million are considered financial outcasts, with no access credit, saving or a way to financially secure their future. They are mostly small farmers who usually grow more than they can sell at local markets. This excess produce is often wasted or sold at a loss to middlemen.
AgroBanking by United Commercial Bank is the world’s first initiative to transform fresh fruits and vegetables—into bank accounts. UCB, one of the largest banks partnered with the largest grocery chain in Bangladesh, Shwapno, to purchase such goods at fair prices. AgroBanking allows farmers to open micro savings accounts in exchange for their produce. Through its massive farmer and distribution network, Shwapno can deliver the fresh fruits and vegetables to stores across Bangladesh, finally giving farmers the opportunity to join the formal economy, reduce inequality and help them grow their business.
According to GREY, in just one month since its execution, 750 new accounts were opened, 58 tons of produce were collected, 40+ media impressions were generated and 115 villages asked to join AgroBanking.