The winning project leverages its groundbreaking collaboration with global music icon Taylor Swift, resulting in a 50% increase in daily application submissions for debit cards and a 45% rise for credit cards, with a notable 20% growth in applications from the 25–29-year-old age group.

This led to a record credit card fee income of SGD 104 million ($77.3 million) in Q3 2023, and improved brand perception across multiple regions.  

The Best Innovative Retail Banking Partnership goes to UOB– ‘Taylor Swift x UOB Cards’.