Tag: Trust Bank

Singapore – Singapore’s first digitally-native bank Trust Bank has recently launched its second credit card: the all-new Trust Cashback card, with S$1m up for grabs for one lucky customer and a campaign full of exciting promotions.

The campaign, created by the participation agency Iris Singapore in partnership with Havas Media Singapore, amplifies the launch of the Trust Cashback card which offers an experience of ease and transparency. 

Bringing this to life meant that Iris needed to channel million-dollar vibes through imaginative and striking visuals and powerful calls to action. To amplify this, Havas Media Singapore strategically deployed a mix of offline and online channels across out-of-home, radio, digital, and social platforms to ensure maximum reach and impact.

Moreover, the campaign casts two main questions in its messaging: ‘Who doesn’t want to be a millionaire? (Everyone does!)’ and second, ‘What would you do if you had a million dollars?’ By posing these questions in fun and cheeky ways, the campaign aims to delight Trust customers and drive the brand’s commitment to be an easy and rewarding banking experience for everyone.

Leading the campaign is a film entitled “If Only” and directed by Tanya Kneale (Atypicalfilms). It leans in on humour and levity by asking the main characters a question that most people would undoubtedly have asked themselves: “What would you do if you won a million dollars?”

In addition, from bus stops to MRT thoroughfares to in-train displays, the campaign covers Singapore in joyous, cash-filled key visuals. These placements also set the scene for a scavenger hunt in which all Trust Cashback card customers are invited to participate. Part of the campaign’s outreach as well to social media personalities is a press kit in the form of a ubiquitous pop culture trope: the nondescript silver briefcase. Though it contains no actual cash (merely references to cash, including a cash-themed blanket), the press kit means to convey that same million-dollar vibe with a wink and a nudge.

Lastly, the campaign invites Trust Cashback card customers to physically experience what could feel more like a million bucks than stepping into a wind chamber to catch some cash through an on-ground activation that will run for a total of four days at prime locations in Singapore.

Mira Bharin, chief marketing officer of Trust Bank, said, “The Trust Cashback card is innovative and differentiated through an experience which is instant, transparent and flexible. We believe that customers will love how it offers instant cashback credit and real-time tracking of earnings – which no other cashback card in the market offers. We are thrilled to partner with Iris and Havas Media for this campaign to perfectly encapsulate the excitement and potential of our latest offering.”

Meanwhile, Rebecca Nadilo, managing director of Iris Singapore, commented, “The chance for Everyday Singaporeans to win a million dollars needed to be launched in an equally big, joyful, surprising way that gets Singaporeans excited and participating. “We’re delighted to paint the town blue and do what Trust does best: give back to Everyday Singaporeans”.

Lastly, Kelvin Goh, media director at Havas Media Singapore, stated, “Having laid a strong foundation for our collaboration with Trust’s highly successful launch in 2022, we are excited to embark on another exciting launch and invite Singaporeans to experience Trust’s latest offering.”

This cashback card provides instant cashback credit, and real-time tracking of earnings and allows customers to pay a consolidated credit card bill with both the Trust Link card and the Cashback card. This is coupled with a market-leading quarterly bonus rate of up to 15% on a preferred spend category and unlimited cashback rate of 1.5% on other categories for new Trust customers, while existing Trust customers get 1%.

Singapore – Standard Chartered Bank and FairPrice Group have recently launched their new digital bank for Singapore, Trust Bank, and WPP creative company Superunion has been tapped to lead its overall branding. 

Trust Bank, known as Trust, is a digital bank designed to offer easy-to-use and transparent banking experiences with a launch of products that include a credit card, a savings account, and family insurance. Backed by a unique partnership between Standard Chartered Bank and FairPrice Group, it brings together a leading international bank and a leading national food retailer, with more than 200 years of combined experience serving the everyday communities of Singapore. Superunion was tasked with creating a new inclusive brand, visual identity, and brand experience to reflect the new bank’s role “in the fabric of the nation and the lives of its people.” 

Superunion said the new brand is designed as a ‘love letter’ to everyone who calls Singapore home, celebrating the everyday lives and spirit of the people who come together to build a brighter future for the country. The brand is inspired by the idea ‘a digital bank for the everyday us’, and is designed to reflect the approachable and accessible nature of the bank. 

According to Superunion, the wordmark in lower case is an expression of trust as the foundation of today’s banking and indicates the bank’s aim to be more in tune with customers through a clear, down-to-earth banking experience. 

To develop a unique illustration style for the bank’s communications, the agency worked with typographer Raymond Burger and illustrators Soh Eeshaun and TYC Studios. The added signature icon of the letterform ‘T’ in two blocks is inspired by Singapore’s building architecture – designed using its iconic pastel colours. Created in two core colours, the blue captures the bank’s stability and security, while the purple is a symbol of optimism and a nod to the national flower, Vanda Miss Joaquim. 

Scott Lambert, Superunion’s creative director, said, “It’s been a privilege to partner with the Trust Bank team to create a new revolutionary digital bank in Singapore. Banking, as an essential aspect of everyday life, needs to be simple, accessible and easy for the end customer to use. The Trust Bank aims to deliver that experience by demystifying banking and empowering local people. We brought this to life within the brand through collaboration with employees and leaders across the entire business.’ 

He added, “Superunion wanted to show that Trust Bank is a brand that truly understands what it means to call Singapore home. We are proud of a brand platform that inherently delivers against the needs of Singaporeans through deep insight around what it means to live, work and spend here.” 

Meanwhile, Kelvin Tan, CMO of Trust Bank, commented, “Working with Superunion to build the Trust Bank brand was both a strategically and creatively-inspired experience. They took the time to immerse in our consumer insights and corporate ambition – and coupled with their creative expertise, a brand that speaks to the diverse needs of consumers in Singapore was born! Having trust deeply rooted throughout the collaborative journey, from strategy development through to visual identity, means we all had a hand in creating this new brand for all of us in Singapore.” 

Trust was officially launched on 1 September 2022. The bank brings several market-first innovations to Singapore, including banking only through the app with integrated rewards and spend trackers, as well as the first-to-market numberless credit card, which also combines a credit and debit card, removing the need for users to own multiple cards.

Supporting the launch of Trust is an omnichannel brand campaign by IRIS Worldwide and Havas Media with the tagline ‘The digital bank for the everyday us’, which will be delivered across TV, print, digital, out-of-home and creative in-store activations at FairPrice Group retail stores. 

Singapore – Trust Bank, a new digital bank backed by Standard Chartered, NTUC Enterprise and FairPrice Group, has officially launched in Singapore. Trust Bank is the first of the nation’s new wave of digital banks and launches with a range of products for its customers, comprising a credit card, savings account and family personal accident insurance.

Trust Bank brings together reliable banking foundations with an extensive consumer ecosystem that delivers more than 1 million customer experiences nationwide each day. These organisations have more than 200 years of combined experience of serving the community in Singapore.

In addition, TrustBank is integrated into the FairPrice Group ecosystem and brings best-in-market rewards of up to 21% as a promotional launch rate on everyday spending at the FairPrice Group’s touchpoints across NTUC FairPrice, Kopitiam, Cheers and Unity. 

“Trust has been built specifically for Singapore based on the extensive feedback received during its user testing period. This customer-centric approach is at the heart of Trust’s culture and is enabled by the use of best-in-class technology to create a great user experience. Today’s launch is the starting point for Trust and customers can expect further products and features to be developed based on their feedback,” the bank stated in a press statement.

Dwaipayan Sadhu, chief executive officer of Trust, said, “We are hugely excited to launch Trust in Singapore and delighted to introduce a breakthrough client experience enabled by our best-in-class technology platform. Through listening to our customers and by leveraging the strengths of our partners, we are committed to bringing real tangible value to our customers in Singapore through accessibility and convenience, and making Trust a part of their everyday lives.”

Trust offers a differentiated customer experience, designed to make things easy and delightful. Customers with Singpass accounts are able to sign up for a Trust account in a matter of minutes and use their digital card immediately to generate significant savings. The Trust app also offers enhanced accessibility, with customers able to switch between English and Mandarin language based on their preference.

Judy Hsu, chief executive officer of consumer, private and business banking at Standard Chartered, shared, “Standard Chartered has been serving clients in Singapore for more than 160 years, and the launch of Trust further extends our commitment to continuously invest in innovative ways to serve the communities in Singapore. Backed by Standard Chartered’s track record in building successful digital banks globally and our partner FairPrice Group’s strong brand and extensive ecosystem, Trust offers at launch a well-rounded suite of savings, credit and protection solutions coupled with rewarding lifestyle offers and benefits. By integrating Trust’s digital-first services seamlessly into customers’ everyday lives, Trust is making banking accessible, secured and effortless for everyone.”

Lastly, Kee Teck Koon, chairman of FairPrice Group, also shared, “Trust’s digital banking solutions will complement FairPrice Group’s omni-channel offerings to meet the needs of our customers better. Trust’s credit card and savings account will empower our customers to enjoy savings from groceries to food and everyday spend via seamless integration with FairPrice Group’s Link Rewards programme, while benefiting NTUC union members with an easier way to earn higher Linkpoint rebates and savings account interest. Together with the trusted partnership of Standard Chartered, we are confident that the synergies created through our combined strengths and heritage will make Trust’s banking solutions convenient and accessible for all.”