Client: CIMB Bank
Year: 2016

CIMB Bank Singapore launched a new brand campaign, The Small Bank Theory (SBT), to position the bank as one that marches to a different beat for its customers in Singapore. The bank is looking to stand out in a crowded financial market, garner new customers and register top-of-mind brand recall in the country, in addition to raising awareness of its core product offerings.

In collaboration with Havas Worldwide Singapore, we designed the "smallest bank branch". Housed on Instagram, it is designed to look like the exterior of a bank building and closely mimics the experience of visiting a physical bank branch. It allows consumers to explore and learn about CIMB Bank Singapore’s products, services and promotions by taking a journey through the different departments in the Instagram branch.

The execution is intended to establish the principles CIMB Bank Singapore abides by such as always being open regardless of time, limited fine print, attractive interest rates and the fact that every customer is serviced by friendly staff and not an automated operator over the telephone.

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