Brand: CIMB FastSaver Account
Brand owner: CIMB Bank Berhad Singapore
Lead agency: Neo Media World
Media channels: Online display, Print - general, unspecified, Programmatic display, Radio & audio, Search marketing, Social media
Budget: Up to 500k
CIMB Bank Berhad, one of the largest ASEAN banks, was facing challenges with driving sign-ups for its FastSaver savings account. Historically, CIMB's approach was last-touch driven and overly invested in bottom funnel. This prevented it from reaching a wider target audience. Additionally, CIMB wasn't consumers' first choice when selecting a banking partner. As a result, its savings account user base stagnated and the bank faced challenges expanding its customer base in Singapore. CIMB had to contend with larger, better-known banks with 10 times bigger marketing budgets.