The bank is targeting internet-savvy young professionals in their 20s and 30s, and has rolled out a launch campaign developed by Formul8 Singapore. "The ads depict a typical user...one who's on the go and who enjoys the freedom and power OCBC Mobile Banking offers," said Anna Ho, head of marketing services of the consumer financial services unit.
The campaign includes press, online and outdoor executions, along with in-store collateral, direct mail and road shows. Maxus handled media placement.
OCBC takes pitch to professionals through i-Mode
OCBC has noted an "encouraging" response to its new mobile banking service, launched on StarHub's i-Mode on November 19. The service allows customers to view their account balances, transfer funds and make bill payments, along with online stock trading.
