| Title | SET YOURSELF FREE |
| Brand | MAYBANK SINGAPORE |
| Product / Service | CREDIT CARDS |
| Category | C01. Best Use of Mixed Media |
| Entrant | INITIATIVE Singapore, SINGAPORE |
| Entrant Company: | INITIATIVE Singapore, SINGAPORE |
| Media Agency: | INITIATIVE Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Stella Jamie Lui | Initiative Singapore | Initiative Brand Leader/Business Director |
| Lindsey Poon | Initiative Singapore | Associate Communications Manager |
| Goldie Ng | Initiative Singapore | Communications Executive |
1. Maybank’s Credit Cards base increased by 20%. 2. 3,243 names submitted on Maybank’s Set Yourself Free micro-site. 3. Overall Year-on-Year billings growth increased by 4.66%. 4. 172% Value Generated from media investment. 5. UNAIDED Top of Mind Recall of Card Brands Garnered – 13% (along-side with Standard Chartered, RBS & POSB) 6. Google Trends – Search queries for Maybank Singapore moves up upon campaign launch from Oct 08.
As part of the campaign, Maybank is offering $100 rebate and 10-year fee waiver. We believe that these benefits will truly liberate a consumer. Creative proposition: Set Yourself Free with Maybank Cards Communications Strategy: Perfect Partnerships Creating Curiosity • “Set Yourself Free” display ads seen all over MSN for a week. Liberation • Liberation day at Heeren Orchard where sign-ups on www.SetYourselfFree.info micro-site have their names imprinted on balloons are released. Launch Partner • Impactful domination on Straits Times on 06th Oct via 4 consecutive ads. Viral Partner • Daily presence within MSN which reminds consumers and prompts them to share the offers. Shopping Partners • Maybank taxis seen island-wide penetrating daily commuting habits. • Location-based mobile marketing at malls to promote road-shows. Future Pillars • Maybank partners JIA88.3FM Campus Superstar to visit institutions. Innovation: • Customized Maybank iPhone application as mobile partner for consumers to locate ATMs and Maybank offers.
Maybank is launching a campaign to drive new credit card sign-ups. Singapore is considered a saturated card market where a person holds 3-4 cards on average, card brands are mostly recognized only by their offers and rebates hence little differentiation can be seen. Our communication objective is to initiate a brand connection with the consumer. Maybank has a series of cards that cater to a few core target groups ranging from youths (micro-credit line), working professionals, family makers and the affluent. Instead of leveraging on tactical offers as an approach to speak with consumers, we want to weave our cards with their lifestyles so as to suit individual needs. Our core insight is to build a perfect partnership. Not just with the consumer, but strategically partner with merchants that caters to consumers’ lifestyle needs as well as key media partners so as to amplify marketing efforts.