Smurf fever hots up with UOB

In the run-up to the launch of The Smurf on 1 September, official movie partner United Overseas Bank (UOB) has launched a multi-platform promotional campaign.UOB will air The Smurfs movie trailer at all its branches, with Smurf mascots making an appearance at UOB and Golden Screen Cinema (GSC) outlets to promote its savings account, which entitles customers to Smurf collectibles upon sign-up. UOB had also organised events from 15 August to 31 October and ran print ads that bear special QR codes, which entitle customers to access the UOB Smurf website.UOB had appointed People 'n Rich as its creative and digital partner and Mediavest as its media agency.As a part of its corporate social responsibility programme, UOB hosted a movie premiere on 20 August at GSC, Tropicana City Mall, for 200 children from various shelters in Malaysia. "We saw this movie partnership as an opportunity to bring smiles to this group of underprivileged children from nine shelter homes by treating them to a special preview of The Smurfs," Chan Kok Seong, chief executive officer of UOB, said.