BACKGROUND
Child Development Account (CDA) is an initiative by the Singapore government to encourage couples to give birth. The initiative by the government gives lots of benefits to parents. The CDA is a special savings account. The parents can open a CDA with DBS Bank, OCBC or UOB.
Apart from the basic benefits and cash benefits that the government gives, OCBC CDA has 7 attractive benefits compared to the competitors (DBS and UOB). The reason for this campaign is to entice first time parents into signing up for OCBC CDA.
TARGET AUDIENCE
New mothers who had just given birth and are resting in the maternity wards. This video is shown in the maternity wards of Thomson Medical Centre.
BRIEF
To create a 30 second video showing that OCBC CDA is a more than just a savings account. It is also an education and healthcare fund for your child, and it allows you to enjoy numerous exclusive promotions by OCBC Baby Bonus merchants. OCBC CDA has a bundle of benefits for the new parents to enjoy.
STORYBOARDS
ANIMATION
Parenting isn’t picture perfect but it’s always rewarding. A baby presents the information to the viewer, this is intended to appeal to the maternal instinct inherent in mothers, while maintaining a playfulness that makes the otherwise dense content more palatable; To increase comprehensibility, the content has been broken up into smaller chunks.
The camera movements and playful animation not only make the video more engaging and eye-catching, but also adds to the playful tone of the visuals that is stylistically appropriate to the content. The brand’s approved colour palette and font are used to retain stylistic consistency with OCBC’s branding, adding credibility to the product by drawing from OCBC’s sterling reputation.
