bKash
DPS Billboard
BACKGROUND
In Bangladesh, billboards are among the most expensive media placements, yet they usually do only one thing: get seen. For bKash Savings, visibility alone couldn’t close the trust gap. So we turned a static billboard into shareable content, using relatable stories to build credibility, spark conversation, and inspire action.
OBJECTIVE
To transform static OOH investment into a scalable content engine. To build trust in bKash Savings by turning real user stories into nationally visible and digitally shareable narratives.
Idea
A Billboard is not an ad. It is a story waiting to be told. We turned real saver stories into the country’s largest divisional billboard takeover, featuring 60 authentic quotes from real users across Bangladesh.But instead of stopping at visibility, we redefined the role of OOH:
From something people see → to something people share.
EXECUTION
We collected over 1,000 real stories from savers and selected 60 of the most powerful. These were transformed into divisional billboards across Bangladesh, placed in the very regions where the stories originated. Then came the shift.
Instead of treating the billboards as final outputs, our regional teams travelled across all divisions to film them. Not as documentation, but as content. Each billboard became a 20-second vertical film-
- Aerial shots establishing location
- Real saver quote in cinematic close-up
- Local context layered into storytelling
- Closing frames linking to nearby merchant DPS POSM
RESULT
- Self-initiated DPS openings nearly doubled (19.7% → 37%)
- Monthly new users grew by 177%
- Strong regional uplift led by story-driven placements
- Mymensingh +42.3% growth
- Rajshahi–Rangpur +20.7% growth
- 52% of new savers came from outside Dhaka & Chattogram
- Massive organic digital reach driven by localized content storytelling
- 20 billboards → 20 films → nationwide content ecosystem