Trust Bank puts a million dollars up for grabs in new campaign

Digitally native bank Trust Bank (Trust) has launched a new campaign in celebration of its new credit card, the Trust Cashback card. 

The campaign, created by participation agency Iris Singapore in partnership with Havas Media Singapore, amplifies the launch of the Trust Cashback Card with SG$1 million up for grabs for one lucky customer, as well as exciting promotions for all Trust customers. 

The campaign casts two main questions in its messaging: "Who doesn't want to be a millionaire?" and "What would you do if you had a million dollars?". By posing these two questions, the campaign aims to delight Trust customers and drive the brand's commitment to be an easy and rewarding banking experience for everyone. 

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To bring this to life, Iris delivered imaginative and striking visuals with powerful calls to action. This was later amplified by Havas Media Singapore with a strategic deployment of offline and online channels across out of home, radio, digital and social platforms. 

“The Trust Cashback card is innovative and differentiated through an experience which is instant, transparent and flexible,” says Mira Bharin, chief marketing officer of Trust Bank.

“We believe that customers will love how it offers instant cashback credit and real-time tracking of earnings – which no other cashback card in the market offers. We are thrilled to partner with Iris and Havas Media for this campaign to perfectly encapsulate the excitement and potential of our latest offering," added Bharin. 

The campaign saw the release of a film titled "If Only". Directed by Tanya Kneale from Atypicalfilms, the campaign film leans on humour and levity by asking the main characters what they would do if they won a million dollars.

In the film, one character said he would buy a sportscar and drive it when his ex passes by in the hopes that she would take him back, while another said he would spend it on his dad.

Their friend then chimed in saying that she would journey to the moon where there is no reception. All of them then look at their Trust Cashback card and sigh dreamily over the idea of a million dollars. 

Meanwhile, gamified OOH ads could also be found at bus stops, MRT throughfares and in-train displays. The placements set the scene for a scavenger hunt in which all Trust Cashback card customers are invited to participate. 

In additions, press kits were sent to social media personalities in the form of a ubiquitous pop culture trope: the nondescript silver briefcase. Though it contains no actual cash, it contained references to cash, including a cash-themed blanket, the press kit means to convey the same million-dollar vibe with a wink and a nudge.

As part of the campaign, an on-ground activation will also be executed where Trust Cashback card customers get to step into a wind chamber to catch some cash. 

“The chance for everyday Singaporeans to win a million dollars needed to be launched in an equally big, joyful, surprising way that gets Singaporeans excited and participating. We’re delighted to paint the town blue and do what Trust does best: give back to everyday Singaporeans,” said Rebecca Nadilo, managing director of Iris Singapore.

“Having laid a strong foundation for our collaboration with Trust’s highly successful launch in 2022, we are excited to embark on another exciting launch and invite Singaporeans to experience Trust’s latest offering," added Kelvin Goh, media director at Havas Media Singapore. 

Last year, Trust Bank celebrated its first birthday with a campaign video that features a rapping cartoon birthday wrapper and a partnership with ice cream brand Creamier. 

As part of the month-long campaign that spanned offline and online activations, Trust Bank partnered with the ice cream brand to give out mini-tubs of blue pea vanilla-flavoured ice cream, a colour synonymous with its branding, at Orchard Road, Kopitiam at Marina Bay Financial Centre and Lau Pa Sat. The bank also gave away Trust-branded merchandise, such as tote bags and stickers to its customers at the events.

In tandem, it also released a campaign video featuring wrapping paper that raps about the offers available to its customers in a light-hearted and comical manner.

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