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.

Kuala Lumpur, Malaysia – As the country gears towards new restrictions on their latest movement control order (MCO) 3.0 which started 1 June onwards, Malaysia’s CIMB has announced that it will be expanding its financial assistance to individuals and microenterprises.

Said financial assistance is in line with Malaysia’s ‘Pemerkasa Plus’ aid package announced by the national government. 

Those who are eligible for the financial assistance include customers who experienced loss of employment and those recipients of either of its pre-existing services the Bantuan Sara Hidup (BSH) or Bantuan Prihatin Rakyat (BPR). Part of assistance are also microenterprises with borrowings of up to RM150k, and SMEs whose operations have been halted due to the current MCO.

Currently, there are two options: a moratorium for three months; or a reduction of monthly installments by 50% for six months.

The affected borrowers are only required to select one preferred option with the approval to be automatically provided, but still subject to meeting the criteria mentioned. 

Alongside this, individual customers who have experienced any decline in income are also able to benefit from reduced monthly instalment payments, while all other affected borrowers can also reach out to the bank to consider restructuring and rescheduling financing solutions.

“CIMB would like to reassure our customers that we remain committed to provide support during this challenging period. The expanded financial relief assistance offered to our affected customers is to help them stay resilient given the prolonged challenges. We have ensured a convenient and simple process for our customers to choose a payment relief programme, suited to them,” said Dato’ Abdul Rahman Ahmad, group chief executive officer at CIMB Group.

To date, CIMB has processed around 165,000 financial relief applications for individual and business borrowers in Malaysia, amounting to more than RM22 billion, with an approval rate of virtually 100%.

Manila, Philippines – Digital bank CIMB in the Philippines has recently posted a new Christmas-themed video advertisement, focusing on the theme of family breadwinners.

Aptly titled “Breadwinner”, the video centers between an interaction of a mother and her “breadwinner” son. The mother opens up the conversation, asking the son as to when his 13th month pay will arrive, as it will be used to spend on Christmas essentials.

However, the question was responded with silence, as the “breadwinner” son refuses to open up to her mother on what’s bothering him. Finally, after a long silence, the son breaks up and says that he was removed from the job, and that the plans for Christmas won’t be feasible anymore.

Her mother breaks a smile, and leaves for a minute. When she returned, she showed the bank’s app and saying “Nakapagtabi ako” (I have saved some).

The video concludes with the mother and son enjoying time together by dancing, and with a message: “This year has been a challenge like we’ve never seen before, but we will rise and get through this together”.

The “Breadwinner” video advertisement is produced by GIGIL, a local-based advertising agency.