UOB’s Client Success Story: Innovating Privilege Banking with Scent Marketing and Sonic Branding
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UOB Unveils Iconic Privilege Banking Suite At Marina Bay Sands For Affluent Clients Incorporating Scent Marketing and Sonic Branding Techniques
United Overseas Bank Limited (UOB) is one of Asia’s leading banks, with a network of 20 privilege branches in the region.
With an increase in wealth management businesses, the number of affluent Asians and high-net-worth regional visitors to Singapore has grown. The new Privilege Banking suite will be able to cater to this segment of the market and its existing offshore clients.
Inspired by an innovative and creative management team, UOB’s first concept project in the banking industry officially opened its doors at Marina Bay Sands, Asia’s newest hub of entertainment.
This Experiential Banking Suite Is An Asian Oasis
Designed like a 2030’s First Class lounge you would find in a Boeing Dream Liner, it encompasses a holistic approach by embracing the five senses with a stunning display of Oriental animation work complemented by a carefully selected fusion of East-West music.
A fragrance chosen for its Asian influence adds an air of luxury while you are treated with an array of canapés by an exclusive Concierge and Butler service, enhancing the overall experience.
Unlike any other Privilege Banking branch, clients are invited exclusively by appointment, allowing for discretion and privacy.
Engaging Clients’ Five Senses
The source of the suite’s Bonsai inspiration comes from UOB’s long-running “Painting of the Year” competition, which has been artistically projected on the parasol walls within the branch.
Signature Scent – The Most Powerful Sense
With its minimalist concept and flowing seamless lines, it was important to have a fragrance that expressed these movements while incorporating a touch of the East throughout the Privilege Bank branch.
Blended Notes Share The Asian Story
Different scent concepts with Asian notes were explored before selecting the signature scent with an invigorating blend of citrus, green floral tones infused with a hint of woody, musk notes, complementing the minimalistic branch design and animation work based on oriental philosophy.
Storytelling Supported With Curated Background Music
This unique experiential space engages visitors to rhythmically drift along with the centre’s flow design, with signature lifestyle services offered for a truly memorable and luxurious experience.
A curation of new age tracks creates the calm backdrop to the branch, while a light breeze of Oriental instruments supports the overall design theme.
Signature Lifestyle Experiences Pave The Way Forward
A bank with a strong Asian heritage and a good understanding of the Asian concept of wealth, UOB work hard in building long term client relationships. The new MBS PBC reflects the Privilege Banking lifestyle philosophy and brings out the best in context of client relations.
Read about how Equal Strategy scented Mondrian Singapore Duxton, elevated the global icon Changi Airport Jewel with intelligent multi zoned music strategy, scented Johnnie Walker House at Changi Airport, UOB Privilege Banking at MBS Shoppes, the world’s first New Balance experience store in Beijing, Esplanade – Theatres on the Bay, Singapore’s first luxury boutique hotel – Naumi, the living breathing rainforest experience at Equarius Hotel, how we scented 25,000 cubic meters within 20 seconds for a pavilion at Shanghai Expo in 2010, and Asia’s first scented drive-through exhibition, Moo Moo Park.
