OCBC’s FRANK dresses its ATMs to target ‘giggers’

OCBC's new campaign "FRANK - Saying It As It Is" aims to refresh FRANK by OCBC's brand purpose, which is to empower youths in the new world economy. The campaign also aims to reposition FRANK by OCBC as a full-fledged financial and lifestyle brand for youths aged 16 to 29 years old.GOVT and Maxus (now known as Wavemaker) were involved in the campaign. "FRANK - Saying It As It Is" will run in cinemas, social media, ATMs and online. The ATM designs span 48 ATMs islandwide, including its three FRANK campus stores. These ATMs were specifically chosen as they were located in areas that are frequented by youths and young adults.OCBC also engaged writer Jemma Wei and Sam Willows' singer Jon Chua for the brand video, which will be posted on their Instagram platforms. Additionally, there will also be a live drawing activation by Band of Doodlers at the Orchard Gateway FRANK store and giveaways. OCBC is also working with The Letter J Supply and Pencilled for the campaign. The success of the campaign will be measured via uplift in brand perception, increase in traffic to OCBC's website and 100% participation rate in its workshops.https://youtu.be/lwCjJfDH1tIIn a statement to Marketing, OCBC's spokesperson said it noticed that more youths are pursuing their passions in the form of side-gigs,becoming entrepreneurs and start-up founders. Not all youths are chasing paper qualifications, grades or pursuing typical 9 to 5 jobs.The spokesperson added that beyond investing in material possessions and the typical five Cs, youths are now investing in themselves through ways such as holistic wellness, personal skills development and travel. The demand and popularity of skills-based courses and workshops, from leather-crafting to online learning, is testament to this."We recognise these disruptive trends, and aim to enable youths to pursue their passion goals with the right life skills and financial skills. We believe in #SayingItAsItIs: Being honest and open in demystifying finance, removing bank-speak, and treating youths as responsible young adults. This will enable them to take charge of their goals," OCBC's spokesperson said.While FRANK by OCBC's mission to guide youths in their journey to adulthood with sound financial literacy has not changed, its brand purpose and focus has refreshed in light of the disruptive youth trends. The bank is positioning itself to become a full-fledged financial and lifestyle brand for youths.This is enabled by strong content marketing, with a mix of career-oriented content, lifestyle content, and financial tips in the usual FRANK witty and straight-forward tone of voice. The revised brand look includes snappy, witty and always-honest headlines and creatives befitting its tagline, #SayingItAsItIs. Career, lifestyle and financial content to guide youths on their journey to adulthood will now be included on its website and in its e-newsletter.OCBC will also offer FRANK members access to professional and personal development tools and workshops, including personal branding and career workshops and toolkits. There will also be exclusive content partnerships and discounted passes and creative workshops.“FRANK made a splash six years ago as a financial literacy programme that equated with simplicity, honesty and style. Moving from strength to strength, we want to now position ourselves as a youth empowerment platform that provides both financial skills and life skills to help youths pursue their passions and life goals," Goh Theng Kiat, CMO, global consumer financial services, OCBC Bank, said."The brand is adapting to changing youth aspirations: from full-time jobs to gigs, from employees to becoming entrepreneurs and freelancers, from investing in possessions to investing in themselves. We do this with a pinch of fun and a spoonful of honesty as our tagline #SayingItAsItIs embodies," Goh added.[gallery columns="2" link="file" ids="206782,206781"]