Case Study : Maybank - SPH MediaBoxOffice

Case Study : Maybank
Nov 2010

About Maybank Cards
� Maybank started operating in Singapore as a fully-licensed commercial bank
in December 1960. Over the 50 years, they have aggressively expanded their
reach and types of services offered to help meet the banking needs of
corporations and individuals alike through 27 service locations.
� Maybank offers 14 different personal cards to consumers in the form of
credit, debit/atm, and prepaid cards. In November 2010, it launched their
latest credit card, eVibes which is catered to the youth and tertiary student
market. No minimal income is needed to sign up for card with a $500 limit.
� Maybank is not the first bank to offer such products to this niche target group.
Other qualifying full banks (QFB) such as CIMB, Citibank and Standard
Chartered have been marketing such products since 2007.
� In terms of advertising expenditure, Maybank did not allocate any budget for
OOH in 2009. They have spent $104k on OOH advertising for January to
September 2010.

Campaign Details – An Overview
� Media Agency: Universal McCann
� Creative Agency: McCann Erikson
� Objective:
� To promote, increase awareness and
encourage sign up the newly launched
eVibes credit card
� Target Audience: Youth and tertiary students
� Media Mix:
� Out-of-Home, Online, Print

Campaign Details – With SPHMBO
� DOOH Platforms: Far East Plaza Digital Network
� Static Platforms: Screen Wrap & Take Ones
� Duration: 1 Nov – 17 Apr 2010 (24 weeks)
� Media Strategy:
� Dominate the youth-centric Far East Plaza
environment with an integrated OOH campaign
utilising both digital and static executions. It
seeks to initiate a call-to-action which the target
audience can easily achieve by taking an
application form from the take ones.
� SPHMBO helped Maybank convert the visuals
from their collaterals into digital posters, which
were complemented by the static screen wrap
to give the campaign 24/7 exposure.

Testimonial From Agency
“SPH MediaBoxOffice was selected as part of this campaign for two reasons.
Firstly, we felt the digital out-of-home medium would be able to capture a lot of
attention, especially among the youth market.
Secondly, to reach our target market, we needed a location that has youthcentric
visitorship. This is the main reason why the digital network at Far East
Plaza was chosen.
We are confident of the integrated campaign achieving our objectives even
though we are still in its early stages.”
Ng Jia Min
Maybank Singapore
Email: jmng@maybank.com.sg