SME Financing
CIMB Bank
The Brief
CIMB SME Financing embarked on a mission to distinguish itself from competitors by becoming an impactful brand, one that captivates attention and piques curiosity. Striking the right balance was key—emotive in communication yet strategic in appearance. Precision became paramount, ensuring clarity and directness in both visual representation and copywriting.
To achieve this, CIMB SME Financing sought a new identity—a consistent portrayal that resonates with SMEs and extends its reach to a broader market share.
The Idea
We aimed to encapsulate the myriad of plans customers may have for their businesses. The grids within the talent's visual serve as a representation of how CIMB Financing offers a comprehensive solution, enabling customers to organize their diverse needs effectively. Each image within the grids corresponds to one of the three highlighted Financing products: SME Quick Biz Financing/-i, SME Biz Property Financing/-i, and SME Renewable Energy Financing/-i. Additionally, the scattered parallelograms in the visual draw inspiration from CIMB's distinctive half-chevron design, adding a touch of brand identity to the composition. A series of visuals were developed as well to focus on each product.
The Result
54.4mil Total Impressions &
1.2mil Total Clicks via Digital Channels
for 12 months
32mil eyeballs through OOH Advertising
for 3 months
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