CIMB Bank Singapore has launched a new brand campaign called The Small Bank Theory (SBT), to position itself as a bank which marches to a different beat through the creation of an “Instagram branch”.Designed to look like the exterior of a bank building, the campaign introduces the “world’s smallest bank branch” which is housed on Instagram, closely mimicking the experience of visiting a physical bank branch.It will allow consumers to explore and learn about CIMB Bank Singapore’s products, services through the different departments in the Instagram branch.The campaign was conceptualised and executed by Havas Worldwide Singapore and aims to raise awareness of CIMB Bank Singapore and its core product offerings. It is a way for the bank to stand out in the crowded financial sector, despite its small network of branches locally.The six-month campaign includes print and outdoor advertising, as well as digital components.“At CIMB Bank Singapore, we distinguish ourselves by adopting a very different approach in this highly competitive space. The newly-minted SBT campaign encapsulates the values that define us. It is expressed through key narratives that highlight our beliefs and practices,” Josandi Thor, senior managing director, head of group marketing and communications, CIMB Singapore, said.“The creative strategy we employed was built around the idea of the SBT. We wanted to leverage the strengths of CIMB Bank Singapore and convey the message that it’s not about the size but service that a bank provides. The SBT manifesto was the fundamental part of our executions and highlights the basic idea that it’s the smallest things that make the biggest difference,” Andrew Hook, group executive creative director (ECD) at Havas Worldwide Singapore, added.
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