Launch OCBC’s newest endowment insurance product in a way that would garner attention and drive sales.
OCBC BANK — SAFE JUST GOT INTERESTING
HOW AN UNEXPECTEDLY INTERESTING RELATIONSHIP MANAGER BROUGHT AN ENDOWMENT PLAN TO LIFE.
Endowment plans have a reputation of being safe; justifiably so, typically being long-term and low-risk. Unfortunately, ‘safe’ is commonly associated with ‘boring’; less justifiably so, because who said ‘safe’ and ‘interesting’ were mutually exclusive?
Playing on the general public sentiment that endowment plans are boring, we set out to dramatise just how different and interesting ours is.
We launched a series of 15s films fronted by a seemingly everyday Relationship Manager. Kicking off with him explaining the boring ins and outs of our endowment plan, the films take unique and ever-evolving twists as he gets to the interesting part of the plan.
Accompanying the films were print advertisements every bit as unexpected and attention-grabbing. And LFP advertisements featuring Easter eggs like dragons, werewolves and gnomes. Yes, you read that right.
The result? An integrated OCBC campaign that defied every expectation of how a bank advertises.