Singapore – United Overseas Bank has collaborated with Samsung Ads to launch a multi-country connected TV (CTV) campaign across Southeast Asia during a key sporting event.
The CTV campaign, in partnership with media agency Mindshare, ran across Samsung TVs in Singapore, Thailand, Malaysia, and Indonesia.
The campaign aims to highlight UOB’s TMRW, a regional banking app, and boost its brand visibility in SEA.
Integrating the TMRW advertisement in Samsung Smart TVs enables UOB to capitalise on peak TV viewership during the global event. It allowed UOB to maximise reach without traditional sponsorship.
Aired during the opening and closing ceremonies of the sporting event, the campaign ran simultaneously in all four countries in three different languages.
“We are pioneering CTV in the financial sector by employing innovative formats like strategic roadblocks and QR codes. By capitalising on a major sporting moment, we maximised reach during peak viewership, enhanced engagement with UOB TMRW app, and gained valuable insights into campaign ROI.” Sivea Pascale, head of group retail marketing at United Overseas Bank, said.
Carey Loh, managing director of Mindshare, part of GroupM, commented, “This was not only our first multi-country roadblock but also our debut campaign on Samsung Ads in Southeast Asia. The seamless execution placed our content front and center with a large, engaged audience, boosting awareness and driving action. Reaching households as they turn on the TV proved to be a game-changer.”
“UOB’s out-of-the-box approach during a major cultural event leveraged the rapid adoption of Connected TVs in the region. The integrated native ad format cut through the noise and highlighted the impact of strategic timing, engaging content, and innovative execution in Southeast Asia’s advertising landscape,” Alex Spurzem, managing director of Samsung Ads Southeast Asia and Oceania (SEAO), said.
