OCBC appoints Arcade Singapore to FRANK

Arcade Singapore has been appointed agency-of-record by OCBC for FRANK, its pioneering Gen Y banking and credit card business. FRANK was launched as an innovative sub-brand by OCBC last year with a clear mandate and range of products designed for the million strong audience of young working adults and tertiary students in Singapore.

Initial take-up has been strong but OCBC has now identified further potential for the brand by strengthening its market presence through a powerful new strategic and creative approach developed by Arcade.

“We see this new generation of young people demanding a bank that can live with them in their highly connected lives. The power of community and the introduction of new technologies are changing the relationship a bank enjoys with its young customers in such exciting ways” said Mark Leong, Head FRANK and Workplace Banking, OCBC Bank. “Arcade’s solution gave us the perfect way to communicate how Frank fits into this new world”.

Arcade’s approach honed in on the Gen Y focus of FRANK and built a campaign based around the aspirations of the young workers and tertiary students that engages them at critical moments and builds upon their specific needs.

Arcade won the FRANK account in collaboration with Liberty.

“FRANK is an amazing opportunity to custom build a banking service and its brand around a Gen Y audience,” said Nick Marrett, the CEO of Arcade (pictured left). “The banking industry has some exciting times ahead with big changes on the horizon. This win puts Arcade right in the driver’s seat when it comes to the future of financial services.”