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James Personal Loan Wins Industry ‘Best Advertising Campaign’ Award


GE Money Singapore’s campaign recognized as ‘best in Asia’ at the Asian Banking & Finance Magazine’s Retail Banking Awards 2009

GE Money, a global leading and trusted provider of consumer financial services, today received the award for “Best Advertising Campaign” for its innovative James personal loan, at the prestigious Asian Banking & Finance Magazine’s Retail Banking Awards.

The award follows the launch of the new and enhanced James in March 2008 based on consumer insights showing that inflexible products make customers feel trapped and that they yearn for more options with personal loans. James responded with a first-in-market product that empowers customers to make their own choices with flexibility that best suits their needs.

“We are pleased to receive this award because we believe that James offers Singaporean customers a unique personal loan experience,” said Mr. Alok Kumar, Chief Marketing Officer, GE Money Singapore.“ James was designed leveraging on consumer insights. This served as a core platform in our advertising campaign, helping us achieve great results over the past 12 months.”

The creative advertising concept highlighted how loans often make customers feel restricted and imprisoned by inflexibility. Colorful advertisements showing characters dressed in prison gear, helped convey the core benefit of James’ unique flexibility in empowering customers with the freedom to control their finances.

In addition to the novel teaser campaign with ‘prisoner’ mannequin installations and a roadshow at Raffles Place, there were mobile taxi, bus and MRT advertisements and a belly-band of prison chains wrapped around Singapore’s largest circulating broadsheet with no customer touch point left unturned over the 10 month campaign.

About GE Money Singapore
GE Money offers a range of consumer finance products and services in Singapore. Along with James, the friendliest auto loan in town and general insurance ezyShield; GE Money’s focus on innovation started with ezyCash, the award winning and pioneering personal loan that addressed the needs of customers earning between S$20,000-S$30,000 through a unique distribution partnership with SingPost. GE Money is committed to operating a responsible and sustainable lending portfolio, operating some of the world’s most sophisticated risk management expertise and analytics.

GE (NYSE: GE) is Imagination at Work -- a diversified technology, media and financial services company focused on solving some of the world’s toughest problems. With products and services ranging from aircraft engines, power generation, water processing and security technology to medical imaging, business and consumer financing, media content and advanced materials, GE serves customers in more than 100 countries and employs more than 300,000 people worldwide. For more information, visit the company’s Web site at


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