Maybank Singapore has partnered with Singapore-based creative agency, noisycrayons, to launch Vault of Memories, a commemorative digital campaign in celebration of the nation’s golden jubilee.
The campaign presents four million Singaporeans with digital visual cards that feature iconic food, activities, and landmarks of Singapore’s past that participants have to identify. The engagement incorporates the element of social referrals by having participants make referrals to earn cards that are sharper than the default to gain a competitive edge over other participants.
Maybank hopes that its latest campaign will strike a chord with the romantics and wake a “palpable sense of patriotism” amongst locals. According to the release, the design of the campaign allows for consumers to play individually or with peers and works across various mobile devices.