OCBC Bank partners with youth to market new Yes! debit card

Rather than promote the Yes! card and its vatious benefits, the Y&R-created 'OCBC Yes! Card Challenge' encourages consumers to participate as product demonstrators, by placing the card in their hands and asking them to show others how it can be used.
 
The campaign called to action the Singapore youth to film themselves explaining what they would do if OCBC gave them SG$8,000 (US$6,216) and 24 hours to spend the money, and then upload their films onto a specially created website. 

Within a month, the Challenge generated 100 video submissions, online chatter across social networks and other mainstream blogs, and attracted 1,500 members on the campaign’s Facebook page.   

Two winners, Candy and Nadz, star in the TVC that uses their film and airs this week.  
 
James Procter, chief creative officer, Y&R Singapore, said, “The campaign and user generated content is changing the way banks look at engagement with consumers, particularly in the youth sector and we’re proud to have helped OCBC push the boundaries.”

Kenneth Tan, head of debit cards, OCBC Bank said, “Youths today desire an active role in their environment. We share that view. That's why we treat our youth customers as partners in creating the experience for the OCBC Yes! Card and it starts with this unique campaign."

Radio spots, eDMs and targeted banner buys in blogs, along with engagement of leading bloggers were used to support the campaign.

Extra traffic was driven to the site through activation on the streets of Singapore which spread the campaign to other social networks through online conversations. This helped extend its reach, with the narrative running seamlessly between online and offline.

Credits:

ECD James Procter
Art director Toh Hang Ming
Copywriter Mark Fong / Emir Shafri
Planner Jonathan Lang / Catherine Browne
Digital Joshua Ooi / Jonny Chua
Account servicing Sangram Sengupta / Gurmit Singh
Director Desmond Tan
Producer Michelle Tan / Zoe Chu
Production house Salt Productions
Post production Iceberg Design / AMX Audiophiles
Media agency Carat/ IMSG
Media Online, radio, press, outdoor
Duration One month