UOB highlights diversity and empowerment in new Lady's Card campaign

United Overseas Bank (UOB) has unveiled a new campaign for the new design of its UOB Lady's card. The campaign, launched in line with International Women's Day, aims to highlight diversity and empowerment, as well as to boost usage and acquisition of customers.

As such, it will feature six women across a diverse range of ethnicity, age groups and industries. It aims to share the lives of these Singaporean women through its campaign. Running on social, the bank worked with agencies such as BBH for creative, Germs Digital for digital, Goodstuph for social and PurpleClick media for media duties.

Here's a spot that will be rolling out on social:

The card's iconic rose motif of the new UOB Lady’s Card has also been given a new look by homegrown fashion designer Priscilla Shunmugam.

According to UOB, the new lady’s card design was inspired by the social evolution of women in modern-day Southeast Asia. Marking its 30th anniversary, the UOB Lady’s Card already has a presence in markets such as Malaysia, Indonesia and Thailand. It has more than 700,000 women consumers across the region.

Jacquelyn Tan, head of personal financial services Singapore, UOB, said that the card stood as an icon for the uniqueness of women, connecting them over generations and countries. "Today, UOB has the distinction of banking one in every two women in Singapore, while every one in five women in Singapore carries a UOB Lady’s Card. For this year’s International Women’s Day, we wanted to recognise and to celebrate the distinctiveness of women with a special evening for our UOB Lady’s Cardmembers," she added.