CIMB Bank SG leverages vertical storytelling to showcase banking solutions

CIMB Bank Singapore has launched an integrated campaign targeting at busy entrepreneurs and business owners on-the-go. The videos feature a business owner struggling with services offered by others. Using the vertical space as a creative canvas, the spot features an unexpected twist when the struggling entrepreneur moves over to CIMB BusinessGo.

Yong Jiunn Run, head of commercial banking, CIMB Bank Singapore said to Marketing that the campaign targets SMEs to do away from "painful" banking and focus on a fuss-free business account with CIMB. The campaign comprises vertical videos, print, posters and online channels and was done in partnership with independent boutique agency TGH Collective founded by former JWT regional ECD Tay Guan Hin. TGH Collective was appointed on a project-basis to showcase CIMB BusinessGo's suite of financial services. The campaign will conclude end June 2020.

According to Tay, given today’s cluttered mobile landscape, innovative content is needed to grab eyeballs within seconds and stand out in the space. “Each vertical video is designed to engage the mobile user, bringing alive BusinessGo’s benefits in an innovative and fun way. Vertical storytelling allows brands to push the boundaries in social marketing, creating fresh ideas that resonate with the behaviour of today’s mobile consumer," he said.

Campaign credits:
Agency: TGH Collective
Film director: Richard Koh
Executive producer: Gerard Peter
Producer: Azlan Som
Producer: Ahmad Khalili
Visual EFX supervisor: Ali Jahadi
Visual EFX and comp: Ali Hadian
Editors: Chan Sing Yee and Hooman Rasuli
Director of photography: Ven Soma
Audio: Hooman Rasuli
Production designer: Khairul Mohd Dan
Gaffer: Kayee
Stunt co-ordinator: Rubindran Nair
Casting director: Haslam Yusof
Wardrobe stylist: Siti Farah
Makeup stylist: Marlia Leryani
Production and post-production: Pixelpost

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