CIMB’s FIRST AR App
Have you ever wondered why bank ads always featured a smiling talent? Well, while launching the CIMB FIRST app, we let our posters tell you for themselves why they’re all smiles.
Role
Copywriter
UX Writer
Brief
Launch CIMB FIRST, a banking product that helps you with every stage of your life, as a mobile app.
A Look At The Playing Field
When we placed ourselves against our competitors, we realised the following:
They had a stronger brand awareness among Singaporeans compared to us
Their print ads can be seen almost everywhere in public
Understanding The Problem
While some might argue that people choose their bank plans based on which offers them the best returns, a strong brand image also helps affect that decision by conveying trustworthiness in the brand.
In addition to that, we also realised that
Financial services tend to be marketed in silos
Financial products can be complicated and overwhelming
With a low share of voice and not a lot of time to build that brand love, we needed a way to stand out and educate others about our product.
The Ideal Idea
To counter that issue, we realised our ideal solution had to accomplish the following:
Stand out against the competitors
Educate our audience on the product in a unique yet entertaining way
Boost our brand’s impression in the shortest way possible
Our Way In
After rounds of brainstorming, we came up with the insight that would lend us a way to stand out against our competitors:
Banks ads always feature a smiling talent
No matter which bank it was, what they're selling, or how they're selling it, we always see them feature a smiling talent. Which brought about the idea:
A Smiling Ad That Tells You Why They’re Smiling
We worked with Ministry XR to develop an Augmented Reality banking app that allows our posters to explain why they’re smiling. Thanks to this idea, we turned every smiling ad our competitor puts up into a reminder of our campaign.
Bringing It Together
As the sole copywriter and UX writer on this project, I had to
Simplify banking jargon into educational yet entertaining tidbits for the video and the AR posters
Picture the customer’s journey and guide them accordingly while being mindful of the app’s real estate
Results
The campaign
Earned a total of 17,048 impressions
Saw a total play time of 17,373.97 minutes
Increased the sign up rates by 10.4%
