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mccann singapore

CLIENT: OCBC

PROJECT: THE LOGO CAMPAIGN

 

OCBC’s future growth was overshadowed and undermined by an identity still tied to its legacy. Consumers were unanimous in their perception of OCBC as old-fashioned, conservative and very traditionally Chinese. Modernization, differentiation and relevance were identified as the core goals to achieve with re-positioning the brand perception.

Big Idea: There’s more to life than the 5Cs.

This idea leveraged Singaporeans’ relationship to the deeply embedded 5 C’s (Cash, Credit Card, Car, Condo and Country Club Membership). It provoked real feelings in Singaporeans, engagement them in conversation and built momentum toward the realization that the bank really understood the needs of the ‘new’ Singapore.

The Campaign effectively utilized the following communication media – PR, Print, OOH, Moving Media, Online, Viral Videos, Social media, Mobile, In-branch. The campaign was very successful in achieving desired positive image shift in unaided brand awareness for ‘Correct Branding’ from 46%score (April 2011) to 87% (Nov 2012) and it was maintained at 86% well into Jan 2013. (Source: OCBC Internal Brand Tracks Research, Q1 2013)

 

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CLIENT:MASTERCARD

PROJECT:WHERE WOULD YOU GO?

 

“If you could spend a night anywhere in the world, where would it be?” This is the question we asked consumers, to raise awareness and signups for MasterCard’s loyalty program partnership with Starwood Hotels.

 

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CLIENT: ACUVUE

PROJECT: EYES AS NATURAL AS NATURE

 

Why do people wear contact lenses? Because they don’t want the discomfort of glasses. And Acuvue lenses keep your eyes moisturized, as if you weren’t even wearing lenses. As nature intended.

 

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CLIENT: L’OREAL

PROJECT: REVITALIFT

 

Gravity is youth’s greatest enemy – our skin eventually yields to its pull, sagging and aging. L’oreal Revitalift turns aging on its head, and that’s exactly what we did to our models in this print campaign to illustrate its anti-aging effects.

 

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CLIENT: LINE PLUS

PROJECT: LINE BRINGS YOU CLOSER

 

 

If a picture paints a thousand words, Line Plus has effectively sped up texting a thousand times. To illustrate this we created a TV commercial telling a love story through Line Plus sticker messages.

 

 

 

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