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The OCBC (Oversea-Chinese Banking Corporation) of Singapore launched a new brand and products specifically for consumers of Generation Y.
The launch of Frank by OCBC is the result of 15 months of extensive research on the psychology and behavior of the banking needs of young beginners in the job market. The survey found a total lack of interest this audience with traditional banking practices and the need to create an experience more in tune with the characteristics of a generation accustomed to customize your style. The OCBC responded with the launch of two pilot agencies Frank format on university campuses, modeled after the typical experience in establishments such as outlets and electronics stores frequented by young people. Frank agencies, clients are encouraged to spend time to understand how much needed to see, touch and ask questions about banking products and services of interest. The store was built to facilitate the responses as a pop-up in shopping malls frequented by consumers of Gen Y.
The bank's products were also designed keeping in mind the age of the segment, with credit cards and debit cards with over 100 models of personalized, targeted at young people. Much like the layout ringtones in mobile phones, customers can choose to change at any time, by paying a small fee.
The cards offer discounts and privileges at popular shopping malls and virtual shops of fashion blogs, with growing advantages for group purchasing.
In current accounts, customers can create sub accounts - or "savings pots" - to channel resources to different financial goals to be achieved.
social networking tools were also seized in channel Frank's internet banking, with single user interface to connect to Facebook and resources being actively encouraged.
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