OCBC 360 Savings Account: Gaining market share by provoking Singaporeans to rethink where they put their money
Genevieve Gay, Sandeep Arya, Subhendu Mukherjee and Charles Davies
Campaign details
Brand owner: OCBCLead agency: McCann SingaporeBrand: OCBCCountry: SingaporeIndustry Banks, credit cards, loansChannels used: Internet - display , Mobile and apps , Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Social mediaMedia budget: 500k - 1 million
Executive summary
This case study describes how OCBC Bank overcame Singaporeans' inertia towards changing banks by contrasting their money's inactivity with their own hard work....