DBS goes digital for OOH promotion

Hong Kong - A location-based interactive outdoor campaign for banking group DBS, to promote its personal loan services to young adults, has solicited more than 600 sms responses.

Launched just two weeks ago, the bank tapped Digital Outdoor Television (DOTV) to launch the campaign by getting users to vote from three choices on what interest them when applying a personal loan via sms, bluetooth and Wifi.

The screen provided hourly updates on the results of audience choices and movie tickets were given out to participants every day during the campaign.

The location based campaign were launched at all DOTV outlets comprising dining, computer arcades and record stores.

MindShare handled media buying and planning for this campaign.

DOTV is an outdoor media company which provides high definition video content in over 200 locations.