Strengthening brand impact through relevance and reach

The Opportunity

As UOB approached its 90th anniversary, it made a deliberate choice: instead of a celebratory announcement and advertisement, it focused on highlighting how the Bank has delivered on its promise of doing “Right By You” and how that has translated into meaningful impact for customers and communities. 

The challenge was to express this in an engaging way, without relying on traditional corporate messaging. 

Solutions

UOB is recognised for its customer-first approach and digital innovation, alongside a strong commitment to corporate social responsibility (CSR) through initiatives that make a real difference. To show how UOB’s purpose touches lives, SPH Media's Brand Newsroom - a unit within Content Lab that applies a newsroom lens to brand storytelling - partnered with UOB to create a campaign rooted in human stories and reader relevance.

• Human-centric storytelling:  A six-part digital series, “Right By You”, published in English (The Straits Times) and Chinese (Lianhe Zaobao), with each story highlighting a key pillar of UOB’s commitment. These stories explored real-world impact, from teaching children financial literacy and educating seniors about scams to championing inclusive hiring and flexible work models. 
  
  
• Story-led social videos: To broaden the campaign’s reach, three stories were adapted into compelling videos tailored for Facebook and Instagram, optimised for sharing and engagement.
  
  
• Trusted amplification: As native content within The Straits Times and Lianhe Zaobao, the stories reached audiences on platforms where they naturally engage with credible, issue-led journalism. Strategic print insertions in Lianhe Zaobao extended the campaign's reach to a wider, multi-generational audience.