Brief
Primary goal: Build brand awareness among Singaporean social media users on CIMB Singapore’s 4 Life segment product offers.
Secondary goal: Drive audiences to the app store and increase downloads of the CIMB FIRST App.
Issues
- CIMB Bank has only 2 branches in Singapore. How do we bring CIMB to the masses?
- Financial services tend to be marketed in product silos. How can CIMB take a more customer-centric approach and have a holistic view of the customer’s different life stages?
- Understanding financial products can be complicated and overwhelming. How can CIMB make this an interesting journey and play a bigger role in the customer’s life besides just offering financial products?
Solution
The CIMB FIRST App – an augmented reality app filled with real-life financial solutions.
Information on CIMB’s 4 Life segment products are broken down into bite-sized chunks that’s easily digestible and communicated in a fun and entertaining manner.
Each product area includes a call-to-action for users to make an appointment with a CIMB relationship manager for more details.
Users who download and use the app are also given rewards.