ASIA-PACIFIC – SINGAPORE, OCTOBER 19, 2012 – Cash, car, credit card, condo and country club membership. The 5Cs have long defined the meaning of wealth in Singapore but a new campaign from OCBC via McCann Singapore highlights a changing attitude as Singaporeans ‘strive for more’ from life.
Phase one, launched with an unbranded teaser campaign of bold red ‘Cs’, set out to uncover the truth about wealth in Singapore and the importance of the 5Cs. The conversation was sparked through an OOH and digitally driven campaign, encouraging Singaporeans to ‘Strive for More’. The campaign included a series of enlightening videos, where taxi drivers divulged Singapore’s true attitudes to wealth based on conversations in their cabs. The videos received over 80,000 views in the first week.
Taxi passengers were also invited to take a short iPad survey to express their views on wealth, and were rewarded with a free journey. Over 2,100 people participated in the survey which revealed that a new set of Cs have supplanted the old goals.
“We set out to discover what being wealthy in Singapore means today, and the results of the survey were fascinating – over 65% of respondents agreed that the old 5Cs are no longer as relevant in defining wealth,” said Madeline O’Connor, chief marketing officer, OCBC Today. “Singaporeans strive to achieve different goals in life, prioritizing intangibles such as control, confidence, community, career and ‘can’, a can-do attitude, over material gain.”
To continue the conversation, the second phase of the campaign was launched last week through OOH, print and digital, urging Singaporean’s to consider the new Cs when planning for their future.
The campaign has ignited debate and interest from all parts of Singaporean society, with many citizens suggesting further new C’s such as creativity, character and courage, emphasizing the shift towards a Singapore which is motivated by more than just materialistic goals.
“Whilst the global economic crisis didn’t affect Singapore and Asia as deeply as the rest of the world, it certainly made people re-think wealth and what is truly important in life,” said Blake Delandro, executive director, McCann Singapore. “The old 5Cs still have a role in society, but people today are placing increasing emphasis on value-based life experiences.
Creative, print and OOH is being driven by McCann Singapore while Alpha Salmon is managing digital and social media.
For more information, check out www.facebook.com/StriveForMore
Credits:
Creative: McCann Singapore
Creative direction: Danny Higgins
Copywriting: Alex Tagaroulias
Art direction: Alfred Wee, Yan Ng
Strategic planning: Salim Mohamed
Executive director: Blake Delandro
Account director: Sandeep Arya
Digital / Social: Alpha Salmon – Glendon Manners, Daniel Wilson
