GXS Bank launches brand in Singapore with GXS FlexiLoan, campaign

GXS collaborated with three local artists to create the key visuals for the campaign. 

GXS Bank has launched its brand in Singapore with a campaign and its flagship credit product GXS FlexiLoan.

GXS FlexiLoan is available to all eligible individuals in Singapore.

The bank’s inaugural brand campaign, “Challenging Conventions,” outlines the bank’s mission: challenging banking conventions that do not serve everyday consumers and businesses in Singapore. 

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“[C]hallenging conventions was not just the theme but also our guiding principle. Instead of the direction where everyone is going, we took a hard left. The greatest compliment for us would be having consumers tell us that our campaign does not remind them of a bank advertisement,” said Lian Ju Han, Chief Marketing Officer, GXS.

GXS collaborated with three local artists - Kenn Lam, Kristal Melson and Angela Chong - to create the key visuals for the campaign.