The campaign, which is launched this month, is entitled ‘Bank of Singapore – Building on your Values’ and will run on TV and in print advertisements in Singapore and internationally.
The television commercial (TVC) will be broadcast on various in-flight channels, including Singapore Airlines, Emirates, Japan Airlines and Cathay Pacific as well as on Bloomberg and CNBC TV channels.
Commenting on the approach of the campaign, Finny Tan, account director, Y&R Singapore said, “Other private banks tend to talk about the veneer of material success by focusing on aspirational objects and lifestyles in their advertising. In contrast, ‘Bank of Singapore – Building on your Values’ places the client at its core. We’ve used our insights into Bank of Singapore’s target audience to design a brand campaign that acknowledges the inspiration and hard work which drives their success. By doing so, we hope to engage with them in a more meaningful way. As a brand, ‘Building on your Values’ positions Bank of Singapore as a bank that shares and builds on the same values embraced by its clients.”
The Bank of Singapore is a wholly owned subsidiary of OCBC Bank and a dedicated Singapore-headquartered private bank. Bank of Singapore was recently voted ‘Outstanding Private Bank – Asia Pacific 2011’ by Private Banker International.
Creative director Toh Han Ming
Art directors Somjai Satjatham/Dian Widjaja
Writer Matt Grim
TV producer Julian Tok
Production house Finch
Post production house Blackmagic Design
Audio house Yellow Box Studios
Print producer Kirby Ho
Production manager Justin Chua
Photographer Match Photography
Planner Jonathan Lang
Account management SangramSengupta / Friska Frederica/Finny Tan/Rita Diria/Pauline Sim