OCBC makes a marketing push (with a 6-year-old) to resonate with families

OCBC bank picked Zemily Leaw (pictured left) to co-direct its "Make Playtime Count" campaign. Previously, she created a series of financial literacy videos for OCBC titled "Zemily’s Zappy Guide to Life". The video featured Zemily sharing tips on money management.

A spokesperson from OCBC, said Leaw was the first choice as the team was looking for a young talent to film its commercial. "Make Playtime Count" is in a bid to highlight the importance of playtime. This campaign aims to showcase a child’s development and the financial literacy that can be cultivated through play. It will be executed on digital channels, social media platforms and also through below-the-line advertising.

The theme of the campaign, “Learning Through Play”, was to amplify the bank’s communication efforts to parents. Yuen explained that the company aims to make a difference in “encouraging” parents to focus on play as an important aspect of a child’s holistic growth. “Especially in this day and age where competition and stress to excel academically can be overbearing,” she added.

The campaign will run from May 1 to December 31 this year, and GOVT has helped to conceptualise the idea behind the campaign.

Dennis Tan, head of consumer financial services, OCBC bank has said that the company has been an advocate of “inculcating” financial literacy from young while providing support to parents in their children’s education through the OCBC Mighty Savers programme.

“We decided to take it a notch further by combining our financial literacy advocacy with another that is dear to our heart – the importance of play, especially during a child’s early development years,” he added. Tan said that the “digitalised and academically focused” world today becomes more “pertinent”, which led to the company’s stand in giving more opportunities for parents and children.

“In combining play with financial literacy, we are able to impart key lessons from budgeting to distinguishing between needs and wants through effective, fun-filled ways,” he added.