SINGAPORE — Standard Chartered Bank and retail conglomerate FairPrice Group recently launched Trust, a digital bank in Singapore. Supporting the launch of Trust is a robust omnichannel brand and acquisition campaign, spearheaded by agencies Iris Worldwide and Havas Media; while brand and design consultancy Superunion championed Trust’s brand strategy, positioning as well as identity and experience design.
Trust called for a creative and media agency on record (AOR) pitch last year that saw the three agencies tasked with crafting the strategy for Trust’s brand launch and customer acquisition campaigns. Having collaborated with FairPrice Group on previous campaigns, the three agencies possess a deep understanding of the challenges of the retail environment as well as that of the shareholders’ – Standard Chartered Bank, and FairPrice Group’s – heritage and mission.
“The importance of a shared mission with our agency partners built on a strong bond is akin to the trust we hope to build with consumers in Singapore. The agency partners demonstrated what it takes to create a trusted enterprise and exhibited characteristics to hold up their end of the business relationships. Trust is clearly an indispensable ingredient in this successful partnership. Four heads are better than one and benefiting from the partners’ strengths, insights, and experiences to create a meaningful, positive brand for Singapore is clearly what is driving this relationship that is built on Trust,” said Kelvin Tan, CMO, Trust Bank Singapore
Iris Worldwide is the creative powerhouse agency for integrated creative strategy formulation development, social content management, and customer relationship management (CRM), while Havas Media championed full-spectrum integrated media engagement planning and performance marketing; Superunion leads Trust’s brand strategy, positioning as well as identity and employee engagement design. SoHo Square leads public relations duties.
“Planning the launch of Singapore’s most exciting new digital-only bank was a big enough task on its own, but doing it during the final throes of lockdown presented a whole host of unique challenges. Working with the Trust leadership team, however, has been such a thrilling ride. Singaporeans are about to experience banking in a whole new way; uncomplicated and on their sides. There’s definitely a clue to Trust’s purpose in its name,” said Andy Cairns, the managing director of Iris Singapore.
“It’s been a privilege to partner with the Trust Bank team to create a new digital bank in Singapore. Together we wanted to create a brand that is inclusive for all who call Singapore home – a bank that makes banking easy and brings smiles. We designed the brand to reflect the approachable and accessible nature of the bank, meaning it’s digital-first, easy to use, and delightful for all,” said Scott Lambert, creative director at Superunion.
Trust has already launched its official social media profiles and has created content leading up to the launch and acquisition activities through to the end of the year which includes innovative in-store branding and creative take-overs in the FairPrice Group ecosystem, as well as roving activations across the island-state to drive awareness and conversion. The above-the-line campaign is slated to run on platforms such as TV, print, digital, out-of-home, and creative in-store activations to create awareness of Trust and its shared heritage, as well as its range of product value propositions.
“Trust Bank is ready to revolutionize the financial sector in Singapore as one of the first digital banks, and we are delighted to partner with such a progressive brand for its launch campaign. The campaign was many months in the making and we are confident it will make Trust the top-of-mind choice whenever consumers consider a digital bank for their financial needs,” said Russell Lai, CCO, Havas Media Group.
To learn more about Trust, watch the full brand film here.