GXS Bank gets consumers to say 'yeah' with new save, spend or borrow campaign

GXS Bank, a digital bank owned by Grab and Singtel, recently launched its new “Yeah” 360 campaign, reaffirming its commitment to bring better banking to customers. The campaign will be running across out-of-home, broadcast and digital platforms.

The new “Yeah” 360 campaign comes at a time that reflects the bank’s growth and emphasises the full suite of financial services for customers, whether customers are seeking to save, spend or borrow.

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The brand video for the creative campaign, follows three characters’ storylines of save, spend and borrow.

‘Save’ features a person saving for an upcoming holiday and experiencing the delightful moment of receiving interest credited on a daily basis and eventually going on the holiday.

On the other hand, ‘Spend’ features a food delivery rider who needs to upgrade her electric bicycle and helmet and is delighted to be able to enjoy unlimited cashback for her purchases.

Lastly, ‘Borrow’ features a musician who realises he needs to upgrade his equipment to complete his work and is impressed by how quickly he is able to get a cash boost to acquire new gear.

Additionally, the campaign also serves to inform customers of the benefits and rewards of being in the Grab and Singtel ecosystem. 

Since its inception, GXS Bank has introduced new products and features to meet customer needs over the past two years.

The bank initially launched the GXS Savings Account for deposits in 2022, followed by the introduction of its credit product, GXS FlexiLoan, in 2023. In October 2023, the GXS Debit Card was launched offering unlimited instant rewards.

In May 2024, GXS FlexiLoan was enhanced with a new balance transfer feature that offers customers zero per cent interest with a one-time processing fee. In September of this year, Boost Pocket was launched for GXS Savings Account customers. It combines the best features of a term deposit and the flexibility with which GXS Bank’s products are known.

Following the launch of its latest campaign, GXS Bank will launch a new product, GXS FlexiCard. The GXS FlexiCard charges flat fees in lieu of interest for outstanding balances and is designed to meet the needs of underserved consumers including early jobbers, gig workers and entrepreneurs.

“When we first launched GXS Bank, we committed to make banking better for everyday consumers, and that is a promise we have upheld,” said Lian Ju Han, chief marketing officer, GXS Bank.

“We've seen how banking can be more than just a utility but an experience that brings delight by putting our customers first. Our goal is to create simple and seamless banking moments that are delightful 'yeah' moments, reinforcing our commitment to our win-win philosophy,” added Lian.

GXS Bank’s “Yeah” campaign will run till the end of the year. The bank worked with Distilleri on creatives, OMD on media planning, Epic Dialogue on the social media campaign and TEAM LEWIS on corporate communications for the campaign, it said.

Earlier this year, Grab reportedly injected an additional SG$145.1 million capital into its subsidiary GXS Bank which it formed as a digital bank joint venture together with Singtel.

The added capital follows Grab’s previous capital injections of SG$75.8 million in April 2023 and SG$137 million in July 2023, as reported by The Business Times.

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