OCBC bank has targeted an unusual audience for its credit cards – seniors. About a month ago, HSBC rejected a senior in his application for a credit card, and as a result, this raised a furore in the press about banks’ credit card policies for the elderly, or people aged 55 and above.
“OCBC decided to take this opportunity to run an ad to debunk the story and highlight the fact that they do not discriminate anyone from owning a card,” said a spokesperson from Y&R, OCBC’s creative agency who was behind the campaign.
Taking out a full-page advertisement in The Straits Times last Friday, the ad announced OCBC was “a bank that believes good credit should grow with age. Not be stopped by it." The ad ran in press only, and has drawn good sentiment among the public.
One industry player commented that the ad also adequately highlighted OCBC’s position among the local banks as being more community-focused.
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