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  • Writer's pictureThe Flash Team

Flash mounts RCBC’s launch of hybrid banking service for unbanked Filipinos

With Flash, RCBC brought financial services right at the doorsteps of unbanked Filipinos in rural communities through the physical-digital banking service ‘Moneybela Barangayan Banking’ which was formally launched in October 2022 at RCBC headquarters with government and industry partners in attendance. #FlashAtWork


Full-service ad agency Flash planned and executed the Rizal Commercial Banking Corporation’s (RCBC) launch of Moneybela Barangayan Banking, the country’s first mobile human-assisted remote banking service which aims to cater to underbanked and unbanked Filipinos. Flash's team of professionals was instrumental in the successful launch last October.


Held at the RCBC Plaza branch in Makati City, the launch gathered government officials, including those from the Department of Finance (DOF) and the Bangko Sentral ng Pilipinas (BSP), and other industry partners and stakeholders.


RCBC worked closely with Flash to mount Moneybela’s launch from conceptualization to implementation. This involved production design and management, fabrication, and documentation.


As part of the engagement during the day of the event, Flash also produced and presented a two-minute video which featured the highlights of the launch such as the unveiling of the Moneybela electric tricycle and speeches from RCBC executives, DOF Secretary Benjamin Diokno, and BSP Governor Felipe Medalla.


The Moneybela program, a portmanteau of the English word ‘money’ and the Filipino word for ‘steering wheel,’ is part of RCBC’s financial inclusion drive. The program was set to be rolled out in over 40,000 barangays nationwide with agents on e-trikes, offering various services such as account creation, bills payment, and load, microinsurance, and telemedicine purchases through another innovative RCBC product, DiskarTech.


According to RCBC Executive Vice President and Chief Innovation and Inclusion Officer Lito Villanueva, this is their way of supporting the central bank’s goal to reach the more than 30 million unbanked Filipino adults.


Aside from the DOF and BSP, RCBC’s financial inclusion partners include the Department of Social Welfare and Development, Department of Education, Department of Trade and Industry, Cooperative Development Authority, National Youth Commission, and the Leagues of Provinces, Cities, Municipalities, and Barangays.


“I thank RCBC for always putting their trust in us and, of course, I am grateful to team Flash for all their dedication and impactful work,” Flash Managing Director Carla Ludovico said.

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