The Briefs
Bank’s acquisition ad doesn’t need to be boring.
When it comes to bank’s acquisition ads, they are often very direct, hard-selling, full of tactical and promotional messages. We wanted to change that, to produce tactical ads that are fun, engaging, and scroll-stopping.
Since the agency started working with Mastercard, we have get to work with a lot of banks and their credit card tactical campaigns, from acquisition to activation (spending).
I have selected 3 examples here to showcase how tactical ads could be done differently.
CIMB Malaysia
Life is a treat
The CIMB Cash Rebate Card is a cashback card in Malaysia, to communicate on the amazing 5% cashback and welcome offers, we have created a series of eye catching visuals that revolve around the concept of “life is a treat”.
The visual direction meant to relate to the lifestyle of the masses, hence the feature of trendy drink of the time – bubble tea, large ticket items like luxury goods or gadgets, or a sumptuous spread of meal.
Before we arrived at the final concept, we have also explored other concepts such as cartoony mascot and meme like creatives.
Maybank Malaysia
Less is more
On the contrary to the CIMB campaign, we took a much simple approach for the Maybank acquisition campaign. Maybank is one of the most popular bank in Malaysia, with its branding rooted deep in the market. We played with minimalistic visual communication featuring symbolistic objects in iconic corporate colour.
POSB
Your friendly neighbourhood bank
“Neighbour first, banker second” is POSB’s tagline, they are branded as an approachable character. We always approach their creatives with light hearted communication and touch of humour.
