Creating Credible Conversations: OCBC "C"
We were challenged to drive relevance and consideration for OCBC in a hyper competitive banking sector.
From our proprietary research, we identified our core audience as ‘Restless Strivers’, a group who largely saw banks only as “pushers of products” with minimal interest in their lives, hopes and aspirations.
We also considered a cultural truth that our audience craves for quality over quantity of life. And from competitive monitoring, we identified the territory we need to own – of Authenticity and Aspiration which is fundamentally in OCBC’s DNA and allows differentiation from other banks.
Hence our core strategy was to break through the clutter of product and promotional advertising by getting our target consumers to think of and consider OCBC as the brand for their aspirations for a progressive life – To Strive for More.
Media enabled this strategy by providing employees and consumers (existing and new to bank) the platforms to encounter the emotive brand message as they move about their daily life through owned-bought-earned media.
Owned Media: Staff and customer facing in-branch and office placements
Bought Media: Bus shelter dress-up, posters, press and digital
Earned Media: Facebook, Yahoo and Straits Times news coverage
We successfully captivated our target audience. From internal tracking we increased awareness by 40%. More consumers also recognised OCBC as being more relevant to them and will consider to use the bank in the future.
Credits: McCANN Singapore, AlphaSalmon