OCBC Bank Launches SmartSenior Account

October 25, 2009 | By Kim Walker

Here’s an interesting one, OCBC in Singapore has launched a new account called SmartSenior. The interesting thing about it, is that it’s not aimed at the senior!

The target here are the sons and daughters of seniors who don’t have enough to look after themselves.

It’s a very ‘Confucian’ tactic. Filial piety has become a social issue in Singapore of late and clearly OCBC is doing it’s bit to remind kids of their obligations under the norms of a Chinese society.

Seems there are two ads, each using local celebrities. That’s a good idea to garner popular support among younger folks.

"Dad was there for me through the bad times. Now I want to ensure he can look forward to the good times."- MediaCorp Artiste, Pierre Png

I admire the initiative but businesses need to understand that there are a lot of seniors out there who don’t have wealthy children to support them and what’s more, they don’t need it because they have wealth themselves.

Meticulously thought through and offering a vast package of benefits to the users. Nice one OCBC.