FRANKLY speaking…

not too long ago, a friend of mine mentioned that only the older generation uses OCBC cards. I didn’t know there was such a perception.  Well, even if there was, I think OCBC would have managed to quash that perception with FRANK.

Gen-Y has baffled not only parents, educators, employers but also marketers. We’re a whole new ball game to them. I’ve been asked several times what I think of this generation during interviews. They are not identical though across geographical borders. Subtle differences exist. Maybe we shall explore that, another day?

The brand strategy behind this is indeed very solid, backed up with crowdsourcing and in-depth groundwork.  The way the strategy has been executed, be it through the 100 card designs and the interactive retail store concept is very strongly tied to its brand values –  honest, sincere
reliable, smart and stylish.  I have been wondering why the branch in SMU was suddenly closed for renovation. It was completely boarded up, so no one could tell what was going on.

I like how OCBC has launched a sub-brand just for us, the Gen-Y. Yes, we like to feel special.

I like how the cards were displayed so tantalizingly – the conventional routine that you have to do for your banking needs have been transformed into a retail experience.

The only issue I have is that I think the images used for the print advertisements could really be edgier. They remind me of advertisements from this particular telecommunications company.

FRANKly, this is a good piece of work.

 

I last blogged on April 14. How is that even possible? Nothing much has happened except that I came back from Bali with many scars (damn those mosquitos and bugs!)  I have also found myself more connected to the Singapore politics than some of my Singaporean friends (I think acting in Animal Farm plays a huge role in my political awakening) and at times, when caught in the feverish enthusiasm, I will pause and wonder, why do I even care?

I am not Singaporean!

Well,  I once naively believed the fairytale and defended the system. I remember the astonishment my American roommate had towards how our political system works. She came home from one of her law classes and asked me, “My professor said that human rights are lacking in Singapore… You said Singapore is a cosmopolitan city. How do you reconcile that? I don’t know Singapore very well. Can you tell me more please?”

“Er… I think our ruling party will probably not change in another 50 years.”

“What?!?!”

I randomly plucked out an arbitrary number and found myself stuttering.

I thought then, how am I going to put this across without sounding like we are oppressed beings.

Early and possibly long day tomorrow.  Here is a beautiful picture to end the night.

Beautiful, win­tery bokeh by Jackie Rueda.