UOB sheds positive light on 'self-obsessed' Millennials

United Overseas Bank (UOB) has launched a new ad spot in a bid to bring the UOB brand focus on values to life in a manner which is universally relevant across different age groups. Titled “Generations”, the campaign runs on TV, digital, print and outdoor assets and runs until February 2018.

The spot starts out to seem aimed at Millennials, however as the story unfolds, comparisons are drawn to previous generations before them. According to Gan Ai Im, managing director, head, group brand of UOB in a conversation with Marketing, the company wanted a single idea that would “resonate with as many people as possible and across different age groups”.

“We wanted to highlight the insight that even though every generation disapproves of the one that follows, the values upon which we base our actions are ultimately not that dissimilar,” Gan added.

Gan added that the campaign also looks to drive home a profound message that people should not be too quick to judge other generations, because they have more in common than they think. As such, it is the appreciation of the similarities across generations that underpin this campaign.

Agencies which worked on the campaign include BBH for creative, Zenith for media and support from DigitasLBi for social media. The bank added that it would be looking at its brand metrics for positive consumer gains in spontaneous brand awareness and brand affinity.