The push is part of a S$35 million (US$23 million) makeover that includes refurbishing POSB’s 49 branches.
“Beyond the branch face-lifts, technology upgrades and new uniforms, staff have had training to upgrade skills. Now that the pieces are falling into place, we are going above-the-line to reinforce the POSB brand as a ‘people’s bank’,” explained Jowena Liang, senior vice-president, head of consumer marketing Singapore, DBS.
“Beyond the branch face-lifts, technology upgrades and new uniforms, staff have had training to upgrade skills. Now that the pieces are falling into place, we are going above-the-line to reinforce the POSB brand as a ‘people’s bank’,” explained Jowena Liang, senior vice-president, head of consumer marketing Singapore, DBS.
DBS has also chosen to revive another familiar female icon: the POSB Girl. The character fronts the campaign wearing the new uniform and is the central ‘face’ for the three 45-second TVCs — as well as the bank’s.
“The POSB Girl is an integral part of the TV spots. She represents a new attitude and adds a fresh, contemporary look to POSB. She is the link between yesterday’s heritage and today’s relevance,” noted Chris Kheng, creative director, Water’s Edge.
In one spot, two schoolchildren are seeking shelter from the rain at a bus stop. Their anxiety is assuaged when a POSB Girl keeps them company until their mother arrives. The ad serves up the message that POSB is more of a neighbour than just a bank, according to Kheng.
One of Singapore’s oldest banks, POSB was established in 1877. It was known as Post Office Savings Bank until its acquisition by DBS.
