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OCBC puts a bank exec under a lie detector test in new ad by GOVT Singapore

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By Benjamin Cher, Reporter

April 7, 2017 | 2 min read

Singapore’s Overseas Chinese Banking Corporation (OCBC) and GOVT Singapore have launched a campaign about advertising honestly and truthfully to consumers.

OCBC Ad

OCBC and GOVT Singapore launches truth campaign

The campaign, launched under the ‘Stay True’ umbrella, saw three consecutive full-page ads on local broadsheet daily, The Straits Times and was supported by video and media buys.

The main ad in the series promises to remove the hidden restrictions of promotions in fine print, abandon complicated mechanics and not mislead customers with advertising messages.

The other ads will talk about the bank’s products and will feature senior bank executives, including the chief executive officer, Ching Wei Hong. This story is told fully in a video on OCBC’s Facebook page. The above the line campaign was followed up by a social activation where a senior bank executive answered questions on Facebook live while hooked up to a lie detector.

“When we pitched and won the account last year, we were committed to not doing things in that same old, same old manner. This campaign is not just proof of that. Yes it’s bold, but it’s also sincerely honest and a reflection of Wei Hong and the team’s vision. We’re stoked to be given the chance to do this alongside our partner agencies and it sets the tone for things to come,” said Tim Chan, Creative Director, GOVT Singapore.

Other parts of the campaign were supported by media agency Maxus, social agency Nurun and digital agency Isobar.

OCBC: advert-body-1 by GOVT Singapore

By OCBC

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