OCBC Credit Cards: The retail entertainer

Milan Agnihotri, Ben Chew and Gavin Goh

Campaign details

Brand owner: OCBC Bank
Agency: McCann, Kuala Lumpur
Brand: OCBC Credit Cards
Country: Malaysia
Channels used: Direct marketing, Outdoor, out-of-home, Point-of-purchase, in-store media
Media budget: Up to 500k

Executive summary

In this classic David versus Goliath story, OCBC took on credit cards issued by other big banking groups. With a small budget, the campaign was focused on turning one mall into the world's best credit card salesperson. It made just-in-time offers to shoppers right before they considered making a purchase. By reframing the idea of rewards from 'collecting points endlessly to claim little luxuries' to 'instant rebates on dining and shopping', the wit and relevance of the 30 customized offers helped make big gains in new sign-ups.