Developed by Batey Red Cell and Maxus, the 'Q&A' campaign follows OCBC-commissioned research, by Singapore Management University, which revealed poor money management skills on the part of Singaporeans.
Accordingly, creative executions on TV, print and outdoor reassure consumers that there is no shame or embarrassment in asking questions about wealth management, and target 30- to 55-year-olds.
"Some may not know how to start or where to turn to -- this campaign speaks to each individual and raises questions that different groups of customers may have," said Anna Ho, head of marketing services for OCBC consumer financial services. "The pre-mise is very simple -- if you have a question or concern, come and talk to us."
TV spots feature Singaporeans in different scenarios holding their hands up to ask a question. Four print executions, meanwhile, show consumers asking questions such as '9 to 5 'til I'm 95?' and 'How long more must I take the train to work?', along with the 'Ask OCBC about wealth management' tagline. Ads are running in newspapers and magazines, along with taxis, superbuses, posters and POS.
According to Ho, the products that OCBC offers can effectively meet the range of wealth management concerns that exist in today's community. These include its monthly savings plan and financial planning tool WealthMap. In addition, the bank's commitment to CRM enables it to regularly track progress of customer portfolios and make the relevant changes.
"WealthMap, our proprietary financial planning tool, enables us to better understand customer needs, chart and provide customer-focused solutions that will help them to achieve their dreams," explained Ho.
Batey Red Cell ECD Pablo Monzon oversaw creative, with Chris Kheng and Daniel Wan taking on copywriting and art directing duties, respectively. Production was handled by Passion Pictures.