MAYBANK: We Are Here To Talk
A rebranding campaign that added a human touch to financial services.
A little about the brand:
As a Malaysian bank based in Singapore, Maybank had always felt the struggle of pitting themselves against their competitors when it came to trustworthiness. However, we uncovered an interesting data point of leading consumer satisfaction audits consistently scoring Maybank as the forerunner in the service aspect when compared to other local banks.
That inspired our strategic platform to position the bank in the centre of financial conversations that Singaporeans might have. The new brand purpose of “We Are Here To Talk” played up to the brand’s strength – inviting people to step in and have a non-obligatory chat no matter what point of the financial journey they may be at. After all, a relationship and trust is built upon good communication.
Some challenges in getting this out:
Getting the clients to agree to the striking black and white visual direction was an uphill task but we stuck to our guns and were clear about how this helps differentiate them from the rest of the competitors.
The shoot for this campaign was particularly challenging given the budget as well as the number of scenarios we wanted to feature. We were adamant in making sure there was a plurality of talent to stay true to the campaign idea. B+W would also prove to be quite a challenge in post-production when it came to grading but it was an eye-opening experience to understand how contrast played such a big role in delivering the feel of a spot.
Why this mattered to me:
This campaign led to the bank closing a retainer with the agency which was obviously a great win. On a personal level, I actually really enjoyed the challenge of crafting a campaign to make a financial institution less stand-offish and more human in the way it looked and spoke.
Where this was seen:
Free-to-air, airport billboards, pre-rolls and targeted banner ads.
