The Brief

Reinforce OCBC Life Goals as the go-to choice for long-term financial planning.

Client

OCBC Bank

OCBC Bank – Life Goals

OCBC LIFE GOALS — HOW WE “STOPPED” TIME TO GET PEOPLE TO START PLANNING FOR THEIR FUTURE

Our Approach

Ask anyone if they think it’s important to plan for the future. Most will say yes.

Ask the same people if they have actually put a plan in place for the future – you can expect a different response.

In a competitive market of banks and insurance companies, we leveraged on the unstoppable nature of time to cut through the glut of financial products. Our insight: No matter how grand or well-thought-out your goals are, they are as good as put on hold without a concrete plan to attain them.

This was meant to create a sense of urgency around taking action to secure your goals – be it your dream retirement, your new home, or your child’s education.

Through a series of comical 15-second TVCs, we demonstrated that just talking about your goals is as good as putting them on hold – literally.

Seeing that our campaign was all about time, we also took advantage of “too-quick” 6-second YouTube bumper ads to further exaggerate our message. These 6 sec spots also worked well to increase our ad frequency.

Retirement

The Results

The bank saw a rise in awareness and interest levels of the OCBC Life Goals programme, as evident in the 18% increase in branch visits compared to last year’s campaign.

It also observed a sense of urgency among customers as 93% of respondents were compelled to find out more on our website.