OCBC Brand Campaign

The OCBC brand campaign was launched to enhance brand awareness in Hong Kong, building on its reputation as one of Singapore's largest banks. Aimed at strengthening its presence in the local market, the campaign highlighted OCBC's unique identity and rich heritage, fostering recognition within the community.

Utilising a comprehensive multi-channel strategy, the campaign featured a tailored key visual (KV) design that emphasised OCBC’s twin hub positioning in Singapore and Hong Kong, conveying the message: “Founded in Singapore. Serving Greater China and beyond.” to clearly distinguish the brand identity. The designs were adapted for various media platforms, including out-of-home (OOH), digital, and print, ensuring broad reach across different audiences.

Strategically positioned OOH placements in prime locations, such as the MTR Central Station mega zone featuring a mix of static and digital contents, outdoor digital billboards, bus T-wide shape wraps and seatback stickers, and 23 local branch outdoor wall stickers. These elements maximised exposure and engaged commuters with various media formats and consistent brand images to reinforce brand presence.

Complementing the OOH efforts, printed newspaper ads were placed at the most popular free newspaper in Hong Kong - Headline Daily. Digital ads were also launched on popular local platforms including the South China Morning Post, Hong Kong Economic Journal, App 1933, the on.cc website, and Yahoo News & Finance, and programmatic network. Additionally, social media ads were deployed on Facebook, Instagram, LinkedIn and YouTube channels, effectively reaching the general public in Hong Kong.

Overall, the campaign successfully set the stage for OCBC's continued growth in Hong Kong, engaging consumers through tailored messaging and consistent brand exposure across diverse channels, significantly enhancing brand recognition within the local community.