The Brief

Create awareness and build affinity for the OCBC Mighty Savers® Programme as part of its 10th Anniversary Celebrations.

Client

OCBC Bank

OCBC MIGHTY SAVERS® – BROTHER

How we re-established OCBC Mighty Savers as the go-to-kids' savings programme for Singaporean families  

Our Approach

It’s critical that kids learn how to be money smart. Every parent knows this, hence the many child savings accounts in the market.

The challenge was to make the OCBC Mighty Savers® Programme top-of-mind when choosing a child savings account, as part of its 10th anniversary.

Our approach? Go beyond talking about the merits of Mighty Savers products, and instead prove that we truly understand the heart of parents. We opted to tap on what really matters to moms and dads – passing down the right values and habits to their children.

A TV spot was produced based on this truth, positioning OCBC Mighty Savers® as like-minded parenting partners in passing down the value of saving to little ones.

 

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The Results

OCBC Mighty Savers® retained its dominant 80% market share for Child Development Accounts.