UOB Private bank
Giving Banking a Soft Side
Capabilities:
With Singapore projected to “outstrip Switzerland as the world’s wealth management centre”, both global and local Private Banks jostled for position in a land-grab for the attention, and assets, of Asia’s richest people.
Larger competitors were well placed to take a share of the spoils; UOB Private Bank was a newcomer and a minnow.
As an 83-year old bank steeped in Asian culture and values, what could UOB Private Bank do to compete?
NO.1
Organic growth rate in the industry
28%
Year-on-year growth
In an intensely competitive industry peppered with impressive global banking players, UOB's growth was flat, and it was languishing in 17th place on the industry rankings
Instead of appealing to the 'generic' international global elite like every other bank, UOB Private Bank doubled down on its humble Asian values to appeal directly to the identity at the heart of its Asian audience.
Over a three year period, we crafted 6 x 90s TVCs, played on Asian airlines' inflight media. Each demonstrated that regardless of how much money you have, only your values are the true measure of your wealth.