FRANK BY OCBCIntegrated Marketing Communications
FRANK Savings Goal Campaign 2017
Diploma in Media and Communication
FRANK by OCBC
Class 01: Nicolas
Class 03: Joycelyn Tay, Sereenjit Kaur, Karen Gan, Yasmin Binte Mohd Shafiq Ganesan, Jasper Yue, Tan Ju Min
Class 04: Hazel Tan, Samantha Tham, Berlin Hiu, Liew Yi Jia Jade, Marcus Lee, Jewelyn Siew
FRANK Account is a savings account targeted at the youth segment base of 16-29 years old. FRANK Account has a special function where customers can customize their savings goals (e.g. travel, education goals, business startup) and pre-set automatic transfer of money every desired time period into ‘savings jars’. With this unique feature, saving with FRANK becomes more convenient and we help customers achieve their goals effectively and efficiently.
Since 2011, FRANK has always been known to be the cool and funky brand that allows customers to customize their card designs. Till date, FRANK remains very well-known for its 120 card designs and only recognized as a regular account. The savings goals feature is our best kept secret and we need this unique feature to be more widely communicated.
This campaign targets millennials aged 16-29, who have started to gain financial independence. They know it’s important to save but what most of them are currently doing now is to use two different bank accounts – one for savings and one for spending. What they are not aware of is the FRANK Account can help them do both, all in one account. And they can even set and customise more than one savings goals at a time.
We want them to tap on the savings goals feature and eventually use FRANK as their primary bank account.