CIMB Bank gives Singaporeans free rides

11 October, 2010


Ever been taken for a ride by your bank?

SINGAPORE — The first few passengers were a little wary. They had to ask the taxi driver to repeat himself. The idea of a free taxi ride seemed almost a little too surprising.

But that is exactly the whole idea. Conceptualised by advertising agency Ogilvy RedCard
Singapore, 'Be surprised by money' is the brand mantra that CIMB Bank is living by here in
Singapore. Now, they have launched another phase in their brand campaign. Since last
Wednesday, five 'gift' taxis wrapped up in CIMB ribbon and topped with a little model 'Money
Man' took to the roads. Their surprise? Free rides for everyone, to any destination in
Singapore, courtesy of CIMB Bank.

Said passenger Anna Handoko, “I was very pleasantly surprised! My bank never did
anything like this. This is the first time I got a free taxi ride!”

Added another happy passenger, Evelyn Yip, “My kids were looking at the ribbon and made
me take this taxi. I'm glad they did, because we arrived at the destination, the driver told me
that the ride was free! I didn't believe him at first.”

Of course, the first few passengers were a little wary. It was a genuine surprise, only
revealed at the end of their journeys.

“In the highly competitive and relatively small domestic market in Singapore, our competitive
positioning and call-to-arms is about challenging the status quo, breaking the norms from the
past, and questioning every part of our operations to find new ways of getting things done.
At the end of it all, we want to be able to deliver an innovative retail banking experience to
our clients. As encapsulated by the tagline of our marketing campaign – we want retail
banking consumers in Singapore to constantly be “Surprised by Money”!”, commented Mrs
Coreen Kwan, Head of Retail Bank, CIMB Bank Singapore.

Word of free rides will soon spread, and then you'll have to judge your place in the taxi
queue very wisely. Keep your eyes peeled for big red and blue presents on wheels. They will
be on the roads until 20th October.


About CIMB Bank Singapore
CIMB Bank operates in Singapore on a full banking license. It has two branches at Singapore Land Tower and Orchard Road. With its strategic location in the financial centre of Southeast Asia, CIMB Bank Singapore offers a full suite of banking products to high net worth individuals, businesses and corporate clients.

As part of CIMB Group’s regional universal banking network, CIMB Bank Singapore is able to offer its customers a wide range of financial solutions in its key Southeast Asian markets of Malaysia, Indonesia and Thailand.

About CIMB Group
CIMB Group is Malaysia’s second largest financial services provider and one of Southeast Asia’s leading universal banking groups. It offers consumer banking, investment banking, Islamic banking, asset management and insurance products and services. Headquartered in Kuala Lumpur, its key operations are located in Malaysia, Singapore, Indonesia and Thailand. The Group also has presence in Brunei, Myanmar and Vietnam. Beyond ASEAN, the Group has offices in Hong Kong, Bahrain, London and New York, as well as a 19.99% stake in Bank of Yingkou, China.

CIMB Group operates its business through three main brand entities, CIMB Bank, CIMB Investment Bank and CIMB Islamic. CIMB Group is also the majority shareholder of Bank CIMB Niaga in Indonesia, and the single largest shareholder of CIMB Thai in Thailand.
CIMB Group is listed on Bursa Malaysia via CIMB Group Holdings Berhad (formerly known as
Bumiputra-Commerce Holdings Bhd). It has a market capitalisation of approximately RM49.7 billion as at 31 March 2010. The Group has over 36,000 employees located in 11 countries.

If you have further queries or require more information, please contact:

Josandi Thor
Head, Marketing & Corporate Communications
CIMB Group, Singapore
DID: +65 6302 3885
Fax: +65 6506 1222
Email: josandi.thor@cimb.com

April Moh
Manager, Marketing & Corporate Communications
CIMB Group, Singapore
DID: +65 6506 1246
Fax: +65 6506 1222
Email: april.moh@cimb.com

Acrobat Document cimb_pressrelease_free_rides_oct10_guidf37ee6db149.pdf


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