#OCBCARES ENVIRONMENTAL CAMPAIGN: TOMORROW IS OURS TO SAVE

Title#OCBCARES ENVIRONMENTAL CAMPAIGN: TOMORROW IS OURS TO SAVE
BrandOVESEA-CHINESE BANKING CORPORATION (OCBC)
Product / Service#OCBCCARES
CategoryB05. Corporate Purpose & Social Responsibility
EntrantGOODFELLAS Singapore, SINGAPORE
Idea Creation GOODFELLAS Singapore, SINGAPORE
Production ABUNDANT PRODUCTIONS Singapore, SINGAPORE

Credits

Name Company Position
Patrick Low Goodfellas Consultancy Pte Ltd Creative Director
CK Guay Goodfellas Consultancy Pte Ltd Creative Director
Fayth Foo Goodfellas Consultancy Pte Ltd Creative Partner
Shermin Ong Goodfellas Consultancy Pte Ltd Creative Partner

Why is this work relevant for Creative Strategy?

Despite its best efforts in the past decade, the 88-year-old OCBC bank is still perceived as a traditional banking institution to younger age groups. While other marketing initiatives continue, OCBC has identified the CSR platform as one which can help change mindsets to resonate with its target audience. #OCBCCares was formed to lead the CSR efforts in environmental protection - a topic that will hit home with the target audiences. At the forefront of its efforts to improve green branding was a tree-planting programme to inspire community efforts. This was succeeded by pledging funds for sustainability projects around the region.

Background

#OCBCCares has been leading tree planting around Singapore, culminating with the sponsorship of the OCBC Arboretum at the Singapore Botanic Gardens. It highlights the OCBC Group’s commitment to sustainability as part of its corporate culture. For Phase II, they wanted to communicate their efforts in supporting alternative sources of energy around the region. The communication aims to bring forth the tagline’s key message of “The future is ours to save”. Objective Develop a brand campaign about OCBC’s environmental sustainability efforts, using the tagline and the launch of the OCBC Arboretum in Oct 2019 as the springboard. Key Message OCBC cares about the environment and will like to rally everyone to play a part in conserving and sustaining. OCBC’s actions are inspired by the greater good for everyone in the future. Target Audience The converted - we want them to do more The unconverted – we want them to change behaviour.

The Interpretation of the Challenge (30% of vote)

#OCBCCares hopes to educate the public on the importance of trees in mitigating global warming. It has invested $4.5M in strategic initiatives including planting 2,000 trees throughout Singapore and is the sole sponsor of the Singapore Arboretum at Botanic Gardens – a strategic location that is frequented by the better educated and well-heeled. With this, it plays the lead in rallying its staff and the community through all the activities. This initiative will demonstrate how a big organization thinks beyond just its financial bottom line but also in the survival of future generations. In addition, Green Branding builds goodwill, especially to the younger target groups. Those who have seen the #OCBCCares Environment Campaign or have been influenced by it are more likely to show preference to bank with OCBC because of its green reputation and are more likely to recommend the bank to others.

The Insight / Breakthrough Thinking (30% of vote)

Often, the subject of sustainability and conserving the environment is not taken seriously by the masses because most people think this issue is beyond their involvement. https://hbr.org/2018/10/why-people-arent-motivated-to-address-climate-change We needed something compelling, powerful. Something that raises eyebrows. Something around the values of Thoughtful, Actionable and Sustainable – the 3 approaches that #OCBCCares was founded on. Insight provided by OCBC – by planting just 2,000 trees, 108 tonnes of carbon can be stored in the ground over 10 years. This can offset the equivalent of one year’s household emissions for 692 persons in Singapore. This says SMALL step, BIG impact. We took this thought and applied it in our messaging. Small change can make a big impact towards conserving so we bring a little bit of the future closer to them, today. For Phase II, we showcased how they have furthered their commitment by pledging S$25 billion in sustainable finance by 2025.

The Creative Idea (20% of vote)

Based on the Big Idea of “Tomorrow’s Ours to Save”, the campaign not only brings to light the massive consequences of climate change, but also the small steps each can do to help. SMALL step, BIG Impact. In a clear, thought-provoking manner that educates, acts and encourages. First, a video featured a bird mimicking a chainsaw - the main cause of deforestation. Because we want people to listen when nature talks. This ran in cinemas and online. Second, two ads in the Straits Times launched the arboretum and a series of smaller print ads in the newspapers and in-train posters. These highlighted the ill effects of concrete jungles devoid of trees. Thirdly, strip ads and in-train posters highlighted the effectiveness of trees in carbon absorption. The design of each takes into consideration the mediums in which they appear and the target audiences. A similar approach was taken in Phase II.

The Outcome / Results (20% of vote)

In an independent customer experience research conducted by OCBC in Feb 2020, these were the significant post campaign results. 1. 71% positive change in impression of brand OCBC 2. 32% believes OCBC proactively implements sustainability initiatives. OCBC is committed to sustaining these messages into the longer term and hopes this campaign will kick-start active efforts by its target groups in environmental protection and promote conversations into the future.

Please tell us how the brand purpose inspired the work

First, the 3 approaches that #OCBCCares was founded on – THOUGHTFUL, ACTIONABLE, SUSTAINABLE were the key words that inspired the thinking. As not one can exist without the rest for this initiative to have a lasting impact. Second, that over 1,400 employees and families of OCBC have devoted time and effort into these initiatives shows how it is leading by example, not just talk. This campaign not only educates the target audience, it also demonstrates proactiveness on the part of OCBC, and encourages all to do their part.

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