UOB Stash Launch Campaign
Squirrel away
Squirrel away
your cash with Stash
Background
UOB launched Stash, a simplified savings account designed for customers who prefer straightforward financial solutions over complex, condition-based products. The brief was to drive awareness and account sign-ups through a digital and on-ground launch campaign.
Idea
We brought the “Squirrel Away” concept to life through an interactive coin dozer-style game, replacing coins with acorns to reinforce the savings narrative in a playful and accessible way. The familiar, intuitive mechanic lowered participation barriers and appealed to audiences who favour simple, everyday experiences.
The activation ran both on-ground and online, with guaranteed prizes driving participation and additional gameplay unlocked upon account sign-up, creating a clear engagement-to-conversion loop. Social, digital banners, influencer partnerships, and a limited-time collective bonus interest mechanic amplified reach.
The campaign drove strong engagement, increased traffic to the product page, supported deposit applications, and earned media coverage during the launch period.
Art Direction · Integrated Campaign · Digital & On-Ground Activation Design · Microsite · Motion
UOB launched Stash, a simplified savings account designed for customers who prefer straightforward financial solutions over complex, condition-based products. The brief was to drive awareness and account sign-ups through a digital and on-ground launch campaign.
Idea
We brought the “Squirrel Away” concept to life through an interactive coin dozer-style game, replacing coins with acorns to reinforce the savings narrative in a playful and accessible way. The familiar, intuitive mechanic lowered participation barriers and appealed to audiences who favour simple, everyday experiences.
The activation ran both on-ground and online, with guaranteed prizes driving participation and additional gameplay unlocked upon account sign-up, creating a clear engagement-to-conversion loop. Social, digital banners, influencer partnerships, and a limited-time collective bonus interest mechanic amplified reach.
The campaign drove strong engagement, increased traffic to the product page, supported deposit applications, and earned media coverage during the launch period.
Art Direction · Integrated Campaign · Digital & On-Ground Activation Design · Microsite · Motion
Influencers were engaged to create short videos promoting a limited-time bonus interest rate that could only be unlocked collectively. Each caught an acorn entering from one side of the frame and passed it to the next, creating a “baton pass” effect that reinforced the idea of collective participation.
Completed in GERMS Digital Ptd Ltd.