CIMB unveils "the world's smallest bank branch"

It mimics the experience of visiting a physical bank branch.

CIMB Bank Singapore recently launched a new brand campaign, The Small Bank Theory (SBT). It is an initiative housed on Instagram that aims to raise awareness of CIMB Bank Singapore and its core product offerings.

The campaign was conceptualised and executed by Havas Worldwide Singapore. Andrew Hook, group executive creative director (ECD) at Havas Worldwide Singapore, has this to say about the project:

We came into the brief wanting to create a distinctive voice and positioning for CIMB Bank Singapore to help it stand out from Singapore's overcrowded banking scene. Following our discussions with the client, the Small Bank Theory idea came about when we understood the way CIMB Bank Singapore operates as a business.

We learnt that they have certain 'principles' that define their model of customer service as well as their product differentiation. So we framed these creatively as a 'Theory' - a set of principles or protocols that underpins everything they do.

We also realised that CIMB Bank Singapore has a certain down-to-earth pragmatism in the way they do things. Hence in the print work, we try to reflect this by adopting an unfussy, pragmatic copy-led approach, to create a distinct impression from the look and feel of its competitors.

As for the CIMB Bank Singapore Instagram Branch, we wanted to bring to life the Small Bank Theory in the digital realm in a light-hearted and memorable way. This also highlights the digital focus on many of the bank's products - such as its FastSaver account, which customers can sign up for instantly online, without having to visit a physical bank branch.

Find out more about the campaign here:

What spurred the launch of this new brand campaign?

While CIMB Group is one of the biggest universal banks in ASEAN, CIMB Bank Singapore only has a small network of branches. However, these limitations provided the impetus for the bank to standout from the crowded financial sector through its SBT campaign.

The objective of this campaign is to raise awareness of CIMB Bank Singapore and its core product offerings. Additionally, the bank is looking to garner new customers and register top-of-mind brand recall in Singapore.

What's new about it for CIMB and its customers?

An integral component of the SBT campaign is the introduction of the “world’s smallest bank branch”. A first in the world, the “world’s smallest bank branch” by CIMB Bank Singapore is housed on Instagram and closely mimics the experience of visiting a physical bank branch.

“Built” from the ground up, the CIMB Bank Singapore Instagram Branch is designed to look like the exterior of a bank building. It allows consumers to explore and learn about CIMB Bank Singapore’s products, services and promotions by taking a journey through the different departments in the Instagram Branch. The public can visit the “world’s smallest bank branch” by searching for CIMBBANKSG on Instagram.

The six-month campaign includes print and outdoor advertising, and digital components. The SBT creative execution is designed to establish the theories CIMB Bank Singapore abides by such as – always open regardless of time (CIMB FastSaver account can be opened online with instant account number regardless of time and location), few and limited fine print, attractive interest rates and the fact that every customer is serviced by its friendly staff and not an automated operator over the telephone.

Check out the slideshow to get a taste of how the campaign looks like on Instagram. Or check it out for yourself here.