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CIMB Bank partners with Havas Worldwide to launch The Small Bank Theory in Singapore

SINGAPORE — CIMB Bank Singapore has launched a new brand campaign, The Small Bank Theory (SBT), to position the bank as one that marches to a different beat for its customers in Singapore.

Conceptualized and executed by Havas Worldwide Singapore, the objective of this campaign is to raise awareness of CIMB Bank Singapore and its core product offerings. Additionally, the bank is looking to garner new customers and register top-of-mind brand recall in Singapore.

An integral component of the SBT campaign is the introduction of the “world’s smallest bank branch”. A first in the world, the “world’s smallest bank branch” by CIMB Bank Singapore is housed on Instagram and closely mimics the experience of visiting a physical bank branch.


“Built” from the ground up, the CIMB Bank Singapore Instagram Branch is designed to look like the exterior of a bank building. It allows consumers to explore and learn about CIMB Bank Singapore’s products, services and promotions by taking a journey through the different departments in the Instagram Branch. The public can visit the “world’s smallest bank branch” by searching for CIMBBANKSG on Instagram.

While CIMB Group is one of the biggest universal banks in ASEAN, CIMB Bank Singapore only has a small network of branches. However, these limitations provided the impetus for the bank to standout from the crowded financial sector through its SBT campaign.

Josandi Thor, senior managing director, head of group marketing and communications, CIMB Singapore, said: “At CIMB Bank Singapore, we distinguish ourselves by adopting a very different approach in this highly competitive space. The newly -minted SBT campaign encapsulates the values that define us. It is expressed through key narratives that highlight our beliefs and practices. They epitomize our end goal, which is to make banking simple and easy for everyone.”

Andrew Hook, group executive creative director (ECD) at Havas Worldwide Singapore, added: “The creative strategy we employed was built around the idea of the SBT. We wanted to leverage the strengths of CIMB Bank Singapore and convey the message that it’s not about the size but service that a bank provides.

The SBT manifesto was the fundamental part of our executions and highlights the basic idea that it’s the smallest things that make the biggest difference.”

The six-month campaign includes print and outdoor advertising, and digital components. The SBT creative execution is designed to establish the theories CIMB Bank Singapore abides by such as – always open regardless of time (CIMB FastSaver account can be opened online with instant account number regardless of time and location), few and limited fine print, attractive interest rates and the fact that every customer is serviced by its friendly staff and not an automated operator over the telephone.

For more information about SBT, visit

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