POSB Bank has awarded The Secret Little Agency (TSLA) additional duties for its creative account. This will see the agency taking the lead on creative responsibilities for the bank. Marketing understands the move follows an internal review which also saw Water’s Edge, also on its panel of agencies, vying for lead creative duties.
POSB and parent company DBS Bank currently work with a panel of agencies for creative and digital duties. In addition to TSLA, other agencies on the panel include Tribal Worldwide Singapore and Water's Edge.
When contacted by Marketing, a POSB/DBS spokesperson said that the brand will continue to leverage on the strengths of different agencies depending on the nature of the campaign or project.
“We believe best ideas are developed by adopting a collaborative approach, and hence work with a panel of creative agencies for various initiatives, both on a retainer and project basis,” the spokesperson added.
This is not the first time TSLA has worked with POSB and its parent company DBS. In February this year, it worked with PPURPOSE to organise a one-day only comedy show for DBS. This culminated in a branded stand-up comedy session called “DBS Presents THE FUNNY IN MONEY” to push for further adoption of its PayLah! app.
It was also behind one of DBS’ cute campaigns to promote its enhanced DBS Multiplier Account, featuring a furry animal that is an apt representation of the word “multiplier” – rabbits. In the video, rabbits were used to represent consumers’ monthly salary and the enhanced DBS Multiplier Account.
Last year, the POSB launched a nationwide online and social campaign, “POSB Go Cash Free”, to urge customers to use more non-cash payment modes and encourage them to reduce the frequency of ATM withdrawals. The campaign was conceptualised and built by Water’s Edge and Performics, and ran on various channels including out-of-home (OOH) media, TV, press advertisement, radio, location SMS and electronic direct mailers.
It also partnered with Mediacorp OOH Media to build awareness for their cashback bonus programme. The campaign centres around a character called Master Lui to engage the Millennials. In a bid to allow the character created to interact with the public, POSB made use of two Mediacorp OOH Media six-sheet outdoor creative panels, located at Midpoint Orchard and One Raffles Quay.