A broad range of channels were used, including TV, print and online. In addition to this we created a number of interactive bus shelters, designed to reinforce the curiosity proposition.

The focal point for the campaign however, was the installation of ‘stay curious spaces’ in public spaces, consisting of thousands of red balls labelled ‘Stay Curious’.Designed to spark people’s curiosity, people were invited to take the balls into the bank to find out more.

The campaign got off to an impressive start with 4000 balls (90% of total distributed) taken to branches in week one. The increase in awareness of OCBC drove the highest ever share of consumer mind (TOM scores) and brand preference (vs. market leader) increased by 5% across the campaign period.