The Challenge
Breaking the ice and bridging the generational gap
Zillennials, a blend of Millennials and Gen Zs, are a diverse group with clear priorities such as self-actualisation, work-life balance and job mobility. Often misunderstood as lazy or self-entitled, UOB is committed to challenging these Zillennial stereotypes while empowering their dreams, no matter how different.
However, Zillennials perceive UOB as a bank for mature, affluent individuals and businesses, making it feel distant and out of reach. With varied financial outlooks and goals, how can UOB connect with them through social media, cutting through the financial literacy clutter to demonstrate our understanding and support for their dreams?
Solution
Championing Zillennials by supporting their hopes and dreams
For a generation that doesn’t like to be told what to do, we listened instead. Our campaign's big idea, “#YouDoYou. We do right by you,” uses Zillennial language to adopt a lighter tone on personal finance and position UOB as a bank that supports their unique needs and individuality.
Our “Zillennials React” series featured authentic conversations with Zillennial influencers about unconventional career paths, demonstrating UOB’s commitment to their interests. This marked phase one, where we used social media to highlight their stories, engage Zillennials, and show that UOB is more than just interest rates and cashback — it’s about embracing diverse perspectives and experiences.
Phase 2
In phase two, our host, Fauzi, took to the streets to ask thought-provoking questions and gather views from Zillennials on similar themes. These street interviews encouraged direct interaction, emphasising the importance of following one’s beliefs and perspectives. Each phase was strategically designed to connect with Zillennials — first through social media, then by engaging with them in person.
The campaign not only achieved UOB’s objectives, but it also enhanced relevance and authenticity, strengthening our connection with Zillennials and offering more personalised financial solutions. There’s no single “right” path to financial dreams — #YouDoYou.
Result
Winner: Marketing Excellence Awards 2024
Excellence in Marketing to a Specific Audience (Bronze)
21+ million
Total impressions
2.1+ million
Total reach
1.8 million
Total video views
+27%
Engagement Rate (E.R.) on Instagram
+27X
UOB’s TikTok Views/Follower Ratio
+4.4 pts
Meta Brand Lift Study