Singapore icon and leading regional bank, the United Overseas Bank (UOB) made unique use of media buys when it celebrated its 80th Anniversary.
The media buys included local daily the Straits Times cover wrap, using the original 1935 masthead and headline that announced the launch of the bank, and a giant replica building wrap of the original UOB Bank, featuring the old Bonham building super-imposed on its original site at UOB Plaza 2.
The Bonham building was where UOB Bank first opened its doors in 1935 for business to a Singapore still recovering from the great depression, a time generally considered risky to establish a new bank. They were then called The United Chinese Bank.
Surviving the Japanese occupation, the Bank continued to grow and eventually renamed Itself United Overseas Bank around the same time that Singapore became a republic in 1965. The Bonham building was replaced by the now UOB Plaza 2 – one of Singapore’s most recognisable landmarks in the thriving financial district of Raffles Place.