OCBC proves the best returns aren't always financial

OCBC has rolled out a new regional brand campaign celebrating the relationships that are built as customers pursue their aspirations, with the initiative launching across Singapore, Malaysia, Indonesia and Hong Kong.

Developed by GOVT VCCP, the campaign, titled "Together, lifting everyone we serve", builds on the bank's long-running brand platform centred on its purpose of enabling people and communities to realise their aspirations.

At the heart of the campaign are four films, each inspired by stories from across ASEAN and Greater China. Rather than focusing solely on financial outcomes, the campaign highlights the enduring relationships formed between customers and the bank over time.

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The Singapore film follows a relationship manager and an elderly customer, underscoring the idea that some of life's greatest returns extend beyond financial gains.

Meanwhile, the Malaysia story centres on a promise kept across generations, illustrating how meaningful relationships can outlast a lifetime.

In Indonesia, the campaign spotlights a neighbourhood bakery whose long-standing partnership with the bank has helped the business grow over the years.

The Hong Kong instalment follows a family's long-awaited homecoming, made possible through years of support, as they finally realise their dream of owning a home.

The regional campaign will be amplified through an integrated media rollout spanning digital, social, out-of-home and print channels. The films were produced by Atypical Films, with audio post-production by Plus+One.

“We always strive to understand what truly matters to our customers and do our best to enable their aspirations. Over time, these interactions often grow into cherished relationships built on trust, care and mutual respect," said Koh Ching Ching, head, group brand and communications, OCBC.

She added, "The campaign reflects these meaningful relationships. As we pursue growth under the OCBC 'Next frontier' strategy, we will continue to support our customers across ASEAN and Greater China as one group.”

In tandem, Tim Chan, CEO, GOVT VCCP, said, “In a world where relationships are fleeting and transactional, it was fulfilling to bring to light what we’ve long known about OCBC. So much of this bank’s enduring success has been built on lasting relationships. All we needed to do was to find the right stories to tell, in every market we serve. This campaign was a joy to work on.”

The latest campaign builds on OCBC's regional brand platform introduced last year, which shifted its focus from individual ambition to collective uplift across ASEAN and Greater China.

Created by GOVT Singapore, the initiative marked the bank's first production of market-specific brand films for Singapore, Malaysia, Indonesia and Hong Kong, each inspired by a real individual making a positive impact in their community. The four films were directed by Desmond Tan of Atypical Films, who also helmed OCBC's 2024 campaign films "Perfect fit" and "Greater heights".

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