OCBCCares is the Corporate Social Responsibility arm of OCBC Bank.
To launch the OCBC arboretum in print, we ran two full page ads in the Straits Times. The first ad highlighted the consequences of living in a concrete jungle devoid of trees, followed by the the second ad which introduced the OCBC Arboretum, a forest of 2000 endangered trees capable of absorbing 80 million kg of CO₂.
Through this direct and concise messaging, the ads achieved high recall for the OCBCCares brand in protecting the environment, and the launch of OCBC Arboretum at Singapore’s Botanic Gardens. These print ads contributed to the overall success of the #OCBCCares Environment Campaign (Tomorrow’s Ours to Save) and added another reason for people to bank with OCBC. 32% of people who saw the ads also believed that OCBC is proactive in implementing sustainability initiativies.