CIMB “Small Bank Theory”

CIMB Bank is an underdog in Singapore compared to the Big Banks. So we embraced this positioning with a philosophy called Small Bank Theory, and part of the launch was to establish a CIMB bank branch… inside Instagram.

Agency: Havas Singapore

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Users can simply click on the grid to go to the different ‘departments’ within the CIMB Small Bank.

Users can simply click on the grid to go to the different ‘departments’ within the CIMB Small Bank.

Users uncovered surprises along the way, like promo codes and sign-up bonuses.

Users uncovered surprises along the way, like promo codes and sign-up bonuses.

We launched the smallest bank branch via social, CRM, and interactive OOH.

We launched the smallest bank branch via social, CRM, and interactive OOH.