BRAND CAMPAIGN: FRANKbyOCBC
Challenge FRANK is a bank that is well loved by students for being trendy. But as soon as they start working, they quickly feel that they’ve outgrown the brand and its services. Insight Brought up and now working in one of the world’s most competitive economy, young Singaporeans are used to having everything that money can buy. But they are also pragmatic enough to feel stressed about their future financially. Strategy We looked at how FRANK can help them have it all by redesigning the thing that matters most - FRANK’s financial products. Solution We restructured FRANK’s existing financial products and made it possible for youths to save automatically even as they spend. We then looked at intelligent ways to auto-channel these savings into investments, insurance and rewards. This way, youths can focus on what they love while being reassured that they will have enough for what they need. The integrated campaign played on unique words like SPAVE and PROVEST to communicate the new product constructs, and drive performance on social and search too. Innovative solutions included strategic partnerships with young brands; customer service via unconventional channels; a mobile platform to identify and fulfil financial needs; and a smart wallet that discreetly advises you on when to spend (and when not to!) Result We were awarded full brand and creative duties for Frank, one hour after we stepped out.