Singapore – OCBC has unveiled a new brand campaign across its core markets, solidifying its One Group approach to capitalise on wealth and business opportunities in ASEAN and Greater China.
As a follow-up to 2023’s launch of the bank’s brand refresh, GOVT Singapore has developed a new campaign that spans 5 markets across the region.
The campaign kicks off with two films shot by Desmond Tan from Atypical Films, supported by Fuse. Both “Perfect Fit” and “Greater Heights” tell different, human stories about one’s purpose in life. Both stories were developed to support the bank’s purpose to empower aspirations all across ASEAN and Greater China.
It is also supported by ATL visuals that will run as an integrated campaign in Singapore, Malaysia, Indonesia and China, including Hong Kong SAR.
Koh Ching Ching, head of group brand and communications at OCBC Bank, said: “Through the two films, we hope to share that as OCBC helps to realise your aspirations, our solution is perfect only if it perfectly fits for you, and that we will walk the journey together with you to achieve greater heights. This is OCBC’s Purpose. GOVT Singapore has successfully created a compelling campaign that brings it to life with OCBC’s capabilities and the strengths of our connectivity across ASEAN and Greater China weaved in.”
Meanwhile, Tim Chan, executive creative director at GOVT Singapore, commented, “We’ve been working with the bank for almost 8 years now. This long-term partnership is one that we value deeply, and this year’s campaign is another one that we’re massively proud of. Kudos to the team and our external partners.”
GOVT Singapore has been the lead creative agency for OCBC Bank since 2017, and has been responsible for some of the brand’s iconic campaigns including Stay True, The Financial Wellness Index, Simply Spot On, Imperfect Journeys and more.
