The Brief
Reposition and differentiate OCBC as a bank of integrity and principles.
Client
OCBC Bank
OCBC BANK – STAY TRUE
HOW OCBC PROVED THAT IT WILL STAY TRUE
Our Approach
History tells us that banks aren’t to be trusted. So, we knew it would take more than ad rhetoric to convince consumers that OCBC would live up to its brand promise ‘STAY TRUE’.
Our approach? Walk the talk, by overhauling the way OCBC Bank advertises. We worked with OCBC to remove hidden restrictions, drop complicated mechanics, and commit to being honest and upfront in our ads.
A print campaign was then launched explaining how OCBC will Stay True in its advertising. Senior executives including Chief Operating Officer Ching Wei Hong were featured in these ads.
To further prove our commitment to Stay True, we strapped Head of Consumer Financial Services Dennis Tan to a lie detector for a question-and-answer session broadcast ‘live’ on Facebook. (Watch the Facebook ‘live’ broadcast here.) We also created a Stay True Art Gallery exposing common hidden terms and conditions in bank advertising via UV light.
It was unconventional advertising, to say the least. Then again, it was always our intent to stop advertising like others.
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The Results
The Stay True campaign was well received, with the ‘live’ Lie Detector Test alone garnering over 200,00 views.
Post the campaign, 56% of respondents agreed that overall perception of OCBC had improved – higher compared to branding campaigns from other banks.
Stay True fared significantly better than other banks’ branding campaigns in terms of public sentiment and interest, as well as relevance to consumers. In fact, relevance was highest among bank branding campaigns in the last 2 years.
Last but not least, 90% of OCBC customers and 86% of non-OCBC customers said that they are more likely to apply for and use OCBC services as a result of seeing our ads.
Simply put, honest and truthful advertising does pay off.
