‘Frank by OCBC’ targets youth segment with Wild campaign

After 15 months of extensive customer research on the psychology, behaviour and banking needs of this segment, ‘Frank by OCBC’ is introduced to offer a simple, relevant and meaningful banking experience, customised to youths and young working adults.

Customers will be served in Frank retail stores instead of OCBC Bank branches. The store is designed differently from a traditional branch. It is modelled after a shopping experience that youths and young working adults are familiar with, such as shopping for a gadget or fashion item.

The existing OCBC Bank branches at Singapore Management University and Nanyang Technological University have been transformed into Frank retail stores.

More such retail stores will progressively be opened in high traffic malls frequented by youths and young working adults.

An extensive print, online and social media campaign was produced by Wild Advertising & Marketing, a Singapore-based integrated marketing and advertising agency.

Recognising that the internet and social media space plays an integral part of this segment’s psychographic, dedicated website Frankbyocbc.com has been created for customers to access accounts online, track their cash positions and cash flows, as well as set budgets and savings goals.

Frank will also use Facebook to engage with its customers through regular updates on financial tips, promotions and topics, such as how to prepare for a first job interview.

Credits:

Creative director Ng Khee Jin
Copywriter Ng Khee Jin
Art director Joan Lim
Account service director Yeo Ai Ling,
Senior account manager Jenny Tang
Digital director Lee Kai Xin