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OCBC Business Account builds brands, and companies
CLIENT: OCBC PRODUCT: OCBC Business Account MEDIUM: Print/The Straits Times MARKET: Brand-conscious SMEs ATTRACTION: Limited. Whilst the OCBC branding is strong, the black and white visual is incredibly dull. Both the composition and visual appear flat and uninteresting, characteristics that are accentuated by the strength of the red footer and speech bubble. POSITIONING: Main section of The Straits Times, amongst the “World” news. We can see why OCBC may be trying to reach businesses with a more international outlook, but we still feel the business section would be a safer bet, especially given OCBCs position as a local bank, for local businesses. Relationally it does well, talking about brand building in the same sentence as company building. This presents a less features-centred approach to credit card marketing, which, we find, helps to differentiate OCBC from the rest of the pack. ANALYSIS: The concept is very strong, the execution less so. The ad focuses on how the OCBC business credit card “h
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