OCBC 360 Savings Account: Gaining market share by provoking Singaporeans to rethink where they put their money

This case study explains how OCBC Bank overcame Singaporeans' inertia towards changing banks by contrasting their money's inactivity with their own hard work.

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....

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