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UOB (UNITED OVERSEAS BANK)
Fortune Cat
RAN IN: Singapore
CLIENT
UOB
Cecilia Wong/ Executive Director/ Head of Marketing/ Group Retail Marketing/ UOBKarent Seet/ First Vice President/ Head of Private Bank/ Business Banking & Travel Marketing/ Group Retail Marketing/ UOB
Ivy Tan/ Vice President/ Private Bank and Business Banking Marketing/ Group Retail Marketing/ UOB
AGENCY
Megan Morrell/Business Director/BBH Asia PacificFaraaz Marghoob/Planning Director/BBH Asia Pacific
Zoe Chen/Account Planner/BBH Asia Pacific
Justin Ang/Account Manager/BBH Asia Pacific
Avril Chua/Art Director/BBH Asia PacificJac Rodrigo/Creative Director/BBH Asia Pacific
Stephanie Gwee/Senior Copywriter/BBH Asia Pacific
DigitasLBi
SUMMARY
Business Insurance is a product that our target audience saw as taboo, or at best, a necessary
evil. Even then, UOB decided to advertise it for the first time.
But instead of falling victim to category tropes, UOB took a different approach. By
demonstrating a deep understanding of the mentality of small businesses, UOB repositioned
Business Insurance into a culturally relevant purchase.
Through a highly-targeted social video, UOB was able to drive awareness and consideration of
UOB Business Insurance, ultimately delivering a 4-fold growth in leads for policies.
CASE VIDEO
Type: Business-to-Business
Classification: National
Language: English
