Singapore – ASEAN universal bank, CIMB, has unveiled its new brand direction – ‘Break free, bank differently’, which was done in partnership with advertising agency BBDO Singapore.

BBDO Singapore shared that it was tasked to push CIMB forward as more than just a trusted bank, but as one of the most preferred banks in Singapore. CIMB wanted to give the bank an edge that will entice without compromising its core values and services.

As part of the new brand direction campaign, BBDO has teamed up with production house, BDA, to execute two brand films, which were designed to resonate with prospective and existing customers which launched on 13th January 2022.

The first brand film features what happens when you break free from the rut of inefficient banking habits. It centers around a jovial CIMB protagonist – dressed in the signature red hues of CIMB – who inspires frustrated banking customers with the power of CIMB. To display this significant consumer epiphany, the film applies a dynamic transition that shows a ‘burst of life’.

Meanwhile, the second film aims to offer a change of pace for a different target demographic, which is the customers of CIMB’s priority banking service, CIMB Preferred.

Victor Lee, CIMB Singapore’s CEO, said, “Focusing on customer centricity and placing customers first – at the heart of everything we do, we aim to build a high-performing sustainable organization that will help advance both customers and society.”

Guan Hin Tay, BBDO Singapore’s chief creative officer, shared that in creating the campaign, they had to balance the execution by creating informative yet intriguing content to cover an extensive scope of key points while giving CIMB a strong brand personality that stands out from the clutter. 

“Throughout the content, the central protagonist – a character who exists in the same ‘CIMB world’ – lives a premium lifestyle while breaking the fourth wall, literally walking across frame borders to travel from one destination to another,” said Tay.

To complement these brand films, BBDO has also conceptualized several other deliverables to promote the ‘Break free, bank differently’ narrative in January 2022, including thematic key posters, disruptive vertical videos on social media, and interactive OOH advertisements that guided viewers to CIMB’s new outlet at CIMB Plaza, 30 Raffles Place in Singapore. In addition, the CIMB Preferred campaign will follow and is set to launch in March 2022.