Trust Bank is celebrating 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 a 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 with 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 this month in a light-hearted and comical manner.

"We were thinking about the fun things people enjoy on birthdays, like unwrapping presents. Then we wondered what if our birthday wrapper came to life and started w-rapping about the great gifts and rewards Trust Bank has for their customers," said a Trust Bank spokesperson when MARKETING-INTERACTIVE reached out. 

As part of its campaign, throughout the month of September, Trust Bank will be rolling out giveaways for mystery prizes to its customers on its official Instagram page to engage with its followers, according to a statement by the brand. Two lucky customers will win Tesla Model Ys while the bank’s unique referral rewards have been doubled to SG$20.

For the first week of September, customers were also treated to exclusive offers from 11 of Trust Bank’s partners including KFC, Gojek, and Samsung through its app.

The campaign will be amplified on social media, digital platforms and local radio channels in Singapore such as Class 95 and 987FM, according to a statement by the brand.

Trust Bank first launched last year with a credit card, savings account, and family personal accident insurance while integrating their services into the FairPrice ecosystem. The bank currently aims to be Singapore's fourth largest retail bank by 2024 and to become profitable in 2025, added a Trust Bank spokesperson.

Over the past year, Trust Bank has looked into ways to engage with its consumers and changed the way customers track their monthly spending with the introduction of a new Money Insights feature on its Trust app. The new feature uses animated characters to represent spending categories and will grow and expand alongside a user's spending on their Trust card. 

Termed "funalytics", the feature was created following studies by the bank's customer research team which looked into the usage of bars and pie charts on banking apps to help customers track their spending. 

Article Published in Marketing Interactive.