UOB

Cecilia Wong/ Executive Director/ Head of Marketing/ Group Retail Marketing/ UOB
Karent Seet/ First Vice President/ Head of Private Bank/ Business Banking & Travel Marketing/ Group Retail Marketing/ UOB
Ivy Tan/ Vice President/ Private Bank and Business Banking Marketing/ Group Retail Marketing/ UOB

BBH ASIA PACIFIC *Lead Agency

Megan Morrell/Business Director/BBH Asia Pacific
Faraaz Marghoob/Planning Director/BBH Asia Pacific
Zoe Chen/Account Planner/BBH Asia Pacific
Justin Ang/Account Manager/BBH Asia Pacific
Avril Chua/Art Director/BBH Asia Pacific
Jac Rodrigo/Creative Director/BBH Asia Pacific
Stephanie Gwee/Senior Copywriter/BBH Asia Pacific

DigitasLBi

Business Insurance is a product that our target audience saw as taboo, or at best, a necessary evil. Even then, UOB decided to advertise it for the first time. But instead of falling victim to category tropes, UOB took a different approach. By demonstrating a deep understanding of the mentality of small businesses, UOB repositioned Business Insurance into a culturally relevant purchase. Through a highly-targeted social video, UOB was able to drive awareness and consideration of UOB Business Insurance, ultimately delivering a 4-fold growth in leads for policies.