POSB has launched a campaign with a film and three-part webisode series on “The Pos”. Conceptualised and developed by POSB’s creative agency, The Secret Little Agency (TSLA), the film and series feature the “Po” family celebrating Chinese New Year. Performics is also involved in the campaign.
The ideation for the campaign was referenced from POSB’s focus on familial well-being and fostering connections across generations and growth for its customers. This led to the creation that brings to life a colourful, loveable family that while fictional, is real enough for viewers to identify with and relate to.
The campaign kicks off with three videos on digital and social platforms – “Ang Bao Showdown”, “In Or Out?” and “Oh Mother!”. These are supported by a 30-second teaser in the cinemas and culminates in the anthem film “POSB – Families First, Bankers Second” being aired on the big screen as well as across digital platforms such as Instagram, Facebook and YouTube. The campaign also involves targeted and contextual offline buys in cinemas and outdoor media.
Meanwhile, the series looks to have a light-hearted take on family dramas, while capturing the essence of familial bonds, as well as the deep love and care that family members have for one another. Each episode includes the bridging between "tradition" and "convenience" within a Singaporean family for locals to relate with.
“Having served Singaporeans for over 140 years, POSB will continue to be the bank that is relevant for all generations, while continuing to innovate how we serve and engage our customers," Bee Bee Lim, executive director, consumer banking group at POSB said.
“And what better way to connect with our customers than storytelling through the Po Family. This is a new way for us to engage with our customers, making stories that resonate with them through 'The Pos'. With this campaign we hope to bring families closer, and at the same time refresh the long-standing affinity that POSB has with people in Singapore," she added.
“It’s without a doubt, family is very important to Singaporeans. But with family, always comes the drama and gaps. We wanted to take this opportunity to make Singaporeans relate and fall in love with The Po Family, and through this familiar yet irreverent family, help bridge the gaps in the family and bring people closer together. After all, POSB is the people’s bank,” according to the spokesperson at TSLA.