The campaign stemmed from a study conducted by OCBC, where taxi passengers were invited to take part in a survey via an iPad. The survey garnered around 2,100 responses.
“Over 65 per cent of respondents agreed that the old five Cs (car, cash, credit, condo and country club membership) are no longer relevant in defining wealth,” said Madeline O’Connor, the bank’s chief marketing officer. “Today Singaporeans are prioritising intangibles such as control, confidence, community, career and a can-do-attitude over material gain,” she added.
The campaign has been planned in two phases. The first phase will see posters at bus stops along key routes throughout Singapore. There will also be a print advertisement and taxi merchandising featuring bold red Cs to grab people’s attention and direct them to the 'Strive for more' Facebook page. Following that, phase two will feature videos at OCBC.com/wealth.
The videos showcase cab drivers discussing the current mood in Singapore based on the conversations they picked up in the taxi.
“We often take their presence for granted and speak openly in cabs, so who better to gauge the mood of Singaporeans,” said a spokesperson at McCann when asked why the campaign picked cab drivers to promote the brand.
The teaser campaign was launched on 1 October and the second branded phase began on 8 October.
Client: OCBC Bank
Creative: Danny Higgins, Alfred Wee, Alex Tagaroulias, Yan Ng
Strategic Planning: Salim Mohamed
Account Management: Blake Delandro, Sandeep Arya
Digita/Social: Alpha Salmon, Daniel Wilson