Conceptualised by incumbent Y&R, the month-long ‘Stay curious’ push kicked off with several above- and below- the-line teasers. A TV spot features a close-up of a hand unscrewing a light bulb from a lamp, followed by a minimalist print ad with a red background - OCBC’s corporate colour - in the centerfold of major newspapers.
The page featured only the bank’s logo, an inverted letter ‘Q’ and copy reading ‘Did you know seeing things from a different angle can lead to new discoveries? Stay curious. Ask OCBC’. In an ambient execution, large red balls bearing the words ‘Stay curious’ littered a field outside Raffles Place MRT station in the central business district.
Koh Ching Ching, head of group corporate communications at OCBC, said she hoped the cryptic ads would drive intrigued consumers to OCBC.
“Independent customer research shows that people who have not done business with us don’t know us well enough. We want the campaign to cut through the clutter and get people curious enough about OCBC to give us a try,” Koh said.
The bank also communicated the theme of staying curious to staff. “Employees need to understand the meaning behind the campaign to deliver the service,” Koh said.
To that end, OCBC sent out teaser cards and surprise parcels filled with food items and inspirational messages to its 8,000 employees.
The next phase of the campaign, part of the bank’s S$5 million (US$3.3 million) marketing drive for 2007 and 2008, will showcase OCBC’s products and services.
