Bank of Singapore gets relational

OCBC's private bank subsidiary Bank of Singapore has launched a branding campaign regionally, hoping to strike a note with its clients by relating to their core values.

Created by Y&R Singapore, the campaign runs globally on TV and as print ads, and is broadcasted on various in-flight channels, including Singapore Airlines, Emirates, Japan Airlines and Cathay Pacific as well as on Bloomberg and CNBC.

Finny Tan, account director, Y&R Singapore said the campaign aimed to steer away from talking about material success by focus on aspirational objects and lifestyles in the advertising like other banks do, but to place the client at the core.

"We've used our insights into Bank of Singapore's target audience to design a brand campaign that acknowledges the inspiration and hard work which drives their success. By doing so, we hope to engage with them in a more meaningful way," Tan said.

The campaign runs until 2012.

The Bank of Singapore is a wholly owned subsidiary of OCBC Bank and a Singapore-headquartered private bank.