OCBC and McCann Worldgroup Singapore encourage Singaporeans to Strive for More

Taxi 1.jpgCash, car, credit card, condo and country club membership. The 5Cs have long defined the meaning of wealth in Singapore but a new campaign from OCBC via McCann Singapore highlights a changing attitude as Singaporeans 'strive for more' from life.

Phase one, launched with an unbranded teaser campaign: OCBC Strive for More - Phase 1.pdf of bold red 'Cs', set out to uncover the truth about wealth in Singapore and the importance of the 5Cs. The conversation was sparked through an OOH and digitally driven campaign, encouraging Singaporeans to 'Strive for More'. The campaign included a series of enlightening videos, where taxi drivers divulged Singapore's true attitudes to wealth based on conversations in their cabs.

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Taxi 2.jpgTaxi passengers were also invited to take a short iPad survey to express their views on wealth, and were rewarded with a free journey. Over 2100 people participated in the survey which revealed that a new set of Cs have supplanted the old goals.

Madeline O'Connor, Chief Marketing Officer, OCBC said, "We set out to discover what being wealthy in Singapore means today, and the results of the survey were fascinating - over 65% of respondents agreed that the old 5Cs are no longer as relevant in defining wealth. Today, Singaporeans strive to achieve different goals in life, prioritising intangibles such as control, confidence, community, career and 'can', a can-do attitude, over material gain."

To continue the conversation, the second phase of the attention-grabbing campaign was launched last week through OOH, print and digital, urging Singaporean's to consider the new Cs when planning for their future.

The campaign has ignited debate and interest from all parts of Singaporean society, with many citizens suggesting further new C's such as creativity, character, and courage, emphasising the shift towards a Singapore which is motivated by more than just materialistic goals.

Blake Delandro, Executive Director, McCann Singapore said, "Whilst the global economic crisis didn't affect Singapore and Asia as deeply as the rest of the world, it certainly made people re-think wealth and what is truly important in life. The old 5Cs still have a role in society, but people today are placing increasing emphasis on value-based life experiences."

"We're delighted with the response to the campaign and the healthy debate it has stirred," Delandro added.

Credits - Strategic Planning: Salim Mohamed. Creative: Danny Higgins, Alfred Wee, Alex Tagaroulias, Yan Ng. Account Management: Blake Delandro, Sandeep Arya. Digital/Social: Alpha Salmon - Glendon Manners, Daniel Wilson.

6 Comments

Daniel said:

Whilst I love the conversation around what wealth really means, striving for more, and the new C's... can't help but feel OCBC's role in all of this seems to be a little weak? So what can they offer to consumers in the light of it all?

Dave said:

Solid work that really stands out. And in a very tough category. It's sure raised the bar when it comes to advertising Singapore banks.

Serene said:

The taxi videos were great!

Hmmmm said:

I don't know...very royston tan heartlander kinda shit. But no real connection to the bank...why would they go down to the posb level...intriguing.

But I can see a sudden surge in cab drivers rushing to open accts at ocbc.

scheep said:

I find it frankly surprising that so many here think just like a client, i.e., "Where is my logo at the end of each clip? Where is my campaign proposition in big bold letters, and how does it affect my ROI?" OCBC and McCann clearly thought of a different way to talk about money at a personal - though, I find, somewhat crass - level. More power to them.

Albert Scamus said:

The entire effort feels a bit pedestrian when you look at what the cabbies are talking about....there's nothing lofty or inspiring about it. Thats what the problem is. And only a fool agency would ignore a client's perspective....they have to worry about a lot more than ads. Try telling a client ROI doesn't matter and you will be booted off the business.

I loved Anthony Hopkins big ad for Barclays. This left me feeling like waiting for a Singapore taxi to arrive in the rain.

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