Singapore’s third largest bank was left wanting. United Overseas Bank (UOB) saw the amount of its bank card fees increase by 89% in one year thanks to a partnership signed with American singer Taylor Swift last spring. This collaboration has caused an explosion of membership for their credit cards, which offer access to exclusive pre-sales of tickets for the pop star’s concerts, 48 hours in advance.
When dates for their “The Eras” tour in Asia were announced, membership spiked by an average of 45% in one week in the region. Among its new members, the financial institution included many young people. UOB customers were able to access tickets to their six concerts in Singapore in March 2024.
less than two hours
The success of the operation led the bank of the Asian city-state to repeat the operation with Ed Sheeran. The British singer will tour the region in February and March 2024. UOB told Singapore’s Business Times that all pre-sale tickets were sold out in less than two hours in the city-state.
However, the benefits could be smaller. As the singer’s fan profile is usually similar to that of the British, it is likely that many fans already have their UOB card, which translates into lower acquisition, Bloomberg estimates.
Source: BFM TV
