UOB Lady’s Card -“The men don’t get it”
1.0 Introduction of the Company
United Overseas Bank Limited (UOB) is a leading bank in Asia. It provides a wide range of financial services through its global network of over 500 offices in 19 countries and territories in Asia Pacific, Western Europe and North America, including banking subsidiaries in Singapore, Malaysia, Indonesia, Thailand and mainland China.
UOB (Malaysia) offers an extensive range of commercial and personal financial services through its branches, subsidiaries and associate companies: commercial lending, investment banking, treasury services, trade services, cash management, home loans, credit cards, wealth management, general insurance and life assurance. UOB also plays an active role in the community, focusing on children, education and the arts. UOB has been established the annual UOB Heartbeat Run to raise funds for charity.
Today, UOB is rated among the world’s top banks by Moody’s Investors Service, receiving B for financial strength, and AA1 and Prime-1 for long-term and short-term bank deposits respectively.
UOB is proud to be the first to unveil the revamped UOB Lady’s Card in Malaysia. Besides sporting a new card face, the purpose of the advertisement shows that UOB Lady’s Card is staying relevant to the needs of modern women with new features. It is the first in the market to develop a mobile phone application, “Lady’s Soulmate” dedicated to ladies, which helps card members access privileges through Google maps and a directional guide based on AR technology.
Consumers can download the Lady's Soulmate application from the Android Marketplace to compatible mobile phones. It will also be progressively made available on Apple App Store, Ovi Store by Nokia and Blackberry App World. The ad clearly show that the UOB Lady's Soulmate application marks a new era for the UOB Lady's Card, as it remains in touch with the progress of women and technology.
The advertisement does show its effectiveness as the card was already available in Singapore, Malaysia and Thailand, has a current membership of over 500,000. The advertisement expected to attract more than 500,000 new lady users. The company claims that the UOB Lady’s Card is targeted to more than double by 2014, driving the continued growth of the bank’s card business in the region.
2.0 Discussion of the Advertisement
2.1 Target Market
The revamped UOB Lady’s Card placed a strong emphasis on health, beauty, fashion, connectivity and discovery. This make over of the UOB Lady’s Card is timely as a group same gender consumers seek to strengthen the brand promised to valued card members. The ad targets young adult women, and they will buy products not only for them but to show their financial health in their lives.
We acknowledge that today’s women are more independent financially, assertive in their choices, mobile and technology savvy to stay “connected”. The reason for the advertiser to choose this market segment is because female young adults may look for the requirement as stated before.
3.0 Advertisement Source
The ad focuses on two trendy lady’s high profile, smiling with full of satisfaction, public may easily attract by them who emotionally aroused. The two ladies show in an appropriate way to market the company’s credit card as they are looking relax and rejoice, their face expression and body language prompt the desire of women to obtain the credit card.
It also shows that they are able to keep constant contact with privileges and deals via smartphone, the women looked grateful to get the information from their mobiles. Technology on tap is but one of the many benefits available to Lady’s Card members. The new UOB Lady’s Card proposition centres around providing a total financial and lifestyle solution which complements the modern woman who is constantly on the move from connectivity, discovery, fashion and money matters.
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