OCBC unveils multi-million dollar digital push

OCBC Bank has invested SG$10 million in digital marketing, revamping its website and mobile channels to make its online banking platform simpler but with richer features.

New functions such as "savings jars" to help customers set aside and keep track finances for different goals, widgets to remind users of bill payments due have been added, as well as allowing smartphone users to scan the barcodes of bills to pay them.

The customer may also top up telco pre-paid cards and ez-link cards.

"We have started on this journey to re-look at banking from a customer's point of view since a year ago," Pranav Seth, head of E-Business, OCBC Bank told Marketing.

He added that OCBC would continue to deliver simple and useful solutions over the next few years. According to local reports, OCBC sees seven times more transactions take place online as compared to its branch network and at least 70% of its account holders have signed up for online and mobile banking services.

An integrated campaign is also running alongside the launch, created by OCBC's creative agency McCann Erickson, who won a pitch for creative duties earlier this year.

The integrated campaign runs on print, outdoor, digital and social media. The ads also carry a QR code that allows smartphone users with QR code readers to watch a commercial explaining the new website. Media planning was done by Carat. The campaign will last until the end of the year.

The ads run with the tagline "Life's simple when it's organised".