GXS Bank challenges conventions as it launches in Singapore

Digital bank GXS Bank (GXS) has launched in Singapore with a groundbreaking nationwide campaign set to challenge banking conventions.

The campaign, titled “Challenging Conventions” aims to improve the banking experience for everyday customers and businesses in Singapore by sparking conversations on the different social conventions that exists within the community and questioning whether they still ring true today. One such conversation is the idea of what makes a family, or the way success is defined.

“When we thought about what we wanted to say to our customers, they all boiled down to four words. ‘You win, we win’. That is the essence of who GXS is - a bank that rejects the conventional ways of banking because banking can be so much better for our customers," said Lian Ju Han, the chief marketing officer of GXS.

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"Similarly, when it came to our brand campaign, challenging conventions was not just the theme but also our guiding principle," he said.

He added:

Instead of the direction everyone is going, we took a hard left.

"The greatest compliment for us would be having consumers tell us that our campaign does not remind them of a bank advertisement," he continued. 

GXS collaborated with three local artists - Kenn Lam, Kristal Melson and Angela Chong - to create the key visuals for the campaign. The artists were then provided with statements that reflected contemporary conventions and were asked to think about how these could be different and made better.

These statements served as inspiration for the artists to come up with their own unique interpretations and in their own distinctive and vibrant styles.

As part of its launch, the bank also commissioned an 18 metre by six metre wall mural at Bali Lane. The wall mural is the bank's reinterpretation of a print advertisement and was painted by artists ANTZ and ZERO, who specialise in street art. 

Besides the wall mural, GXS also utalised digital and out-of-home channels ares with high foot traffic to put out their campaign. The bank, which is also supported by Grab and Singtel, will also utalise its vast networks to run their campaign.

The campaign was conceptulised alongside Distilleri who worked on creatives and OMD on media planning and buying. TEAM LEWIS on the other hand worked with GXS Bank on corporate communications for the campaign, it said when MARKETING-INTERACTIVE reached out.

The brand launch and campaign comes alongside the launch of the bank's first credit product, the GXS FlexiLoan which is available to all eligible individuals in Singapore. It is the bank’s second product following the GXS Savings Account, a deposits account that was launched in August 2022 and which is currently by invitation only.

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