Security Bank Corporation (PSE:SECB) took home The Crystal Boomerang at the Digital Marketing Association of the Philippines’ (DMAP) Boomerang Awards 2023. The award recognized Security Bank’s digital marketing project entitled “Customer-centricity with AI: Using Google PMAX and Broad Match to Target the Right Customers.” 

This year’s Boomerang Awards celebrated outstanding achievements in the marketing and advertising industries, honoring organizations that demonstrated creativity, innovation, and impact in the ever-evolving digital space.  

Security Bank’s use of Artificial Intelligence (AI) stood out among the competition. By harnessing the capabilities of Google PMAX and Broad Match, the Bank executed advertising campaigns that accurately targeted the right audience which resulted in over 170% increase in leads for home loan products and more than double credit card approvals in 2022 vs. 2021. 

“AI is indeed the future and harnessing its power properly and wisely will transform marketing,” said Agbayani Pingol II, Head of Digital Marketing at Security Bank. “Winning the first ever Crystal Boomerang demonstrates Security Bank’s willingness to use new tools like AI to improve our business levers, all in the pursuit of providing BetterBanking to our customers.”

This isn’t the first time Security Bank has leveraged AI to drive its customer-centricity strategy. Recently, the Bank was selected as one of only two Philippine-based companies to participate in the Early Access Program (EAP) for Microsoft 365 Copilot.  

Security Bank’s digital transformation journey has garnered recognition not only from DMAP but also other award-giving bodies, including the Digital Banker for pioneering innovation in digital customer experience.