UOB Kay Hian’s second year with Alchemy features launch of online tools for investors

After the regional launch of their online trading portal, UTRADE, in 2011, UOB Kay Hian follows up with a campaign that went beyond a branding exercise, to educate potential investors on the online tools UTRADE had to offer.

Two tools were of particular importance. ShareXplorer is an analysis tool that scans the market to pinpoint potential investment and trading opportunities. ChartGenie acts as a virtual trading assistant, monitors price breakouts in your portfolio and watchlist, and alerts you as soon as they happen. In short, these tools allow just about anyone to gain an unfair trading advantage.

The Alchemy Partnership in Singapore was tasked to create a campaign for print, online, outdoor and mobile media that visually communicated what ShareXplorer and ChartGenie were capable of doing. The duration for the campaign is at least a year from mid April. It includes a fleet of buses and taxis, SMRT and UOB Plaza lightboxes, plus full page advertorials and print in newspapers.

“This started out as a relatively complicated brief – there was a lot to communicate visually and the product is not the easiest to understand. We were fortunate to have a client that was able to cut away the unnecessary, and simplify UTRADE’s key benefits for us in a way that we could understand and work with.” says Executive Partner of Alchemy, Raj Mulani. “The result is an arresting creative that manages to be both attention-grabbing and effectively informational.”

Ryan Wong, Senior Officer (E-Business & Retail Marketing) at UOB Kay Hian, commented, “We’re glad that Alchemy has come up with an interesting concept which communicates the benefits of our products in a novel way, and look forward to seeing greater awareness of our brand and products.”