OCBC launches several new campaigns including a surreal take on ‘Life Goals’

OCBC has launched a series of new campaigns all created by Singapore-based independent agency Govt to advertise its financial services offering as well as its digital platform.

The new ‘Life Goals’ campaign is built around surreal humour – unlike the gritty and emotional ‘Imperfect Journeys’ film from last year featuring Singaporean actor Gurmit Singh. 

In addition Govt has also created three films for finance planning, around the theme ‘Safe Just Got Interesting’.

Govt creative director Steve Kyriakou said: “We were keen to build on what we’ve done previously, but instead of an emotional route, we worked with OCBC to take a different approach. 

“Whoever thought we would see a bank ad starring a talking fish, or a personal financial consultant pulling Excalibur out of a rock while surrounded by a party of characters right out of Dungeons and Dragons?”

OCBC Bank’s consumer financial services division’s head of marketing Yvonne Low said: “OCBC Life Goals is a structured, goal-based planning approach, that helps our customers build a sound financial plan in order to achieve their biggest financial goals.

“Our commitment to our customers is to help them stay on track towards their goals and that is why we reach out to them annually to review their financial plans. Ultimately, we want to enable our customers to stay true to their promises and plans for their future, including the people who matter most to them.

“For the Endowment campaign, Govt took a key customer insight and brought what is perceived as ‘boring’ category to life with the ‘Safe But Interesting’. The campaign not only keeps the key customer value proposition at the centre of the message, but does it in a way that breaks through the clutter, yet relatable to the target audience.”

In addition, OCBC bank has launched a futuristic take on the digital solutions presented by the bank under the ‘Unstoppable’ umbrella. 

The campaign will play out over video, digital, social, outdoor and print. 

Low said: “The digital brand campaign is all about the customers we serve and describes the benefits which they experience when they use OCBC’s digital solutions. 

“The campaign brings to life our promise to our customers on how we want to enable them with a suite of financial tools and digital services that will empower them to ‘Be Unstoppable’, today and tomorrow.”


Govt Singapore executive creative director Tim Chan added: “Having worked with the bank for almost three years now, this has been a long time coming. 

“Best of all, the bank has tangible products and solutions ready today that backs up its vision — to help customers achieve their financial aspirations. So it’s not just a pipedream. The entire team is excited to build on Unstoppable for years to come.”


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