Case Study : Maybank - SPH MediaBoxOffice

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.