Andy Hui joins hands with DBS for launch of iWealth app campaign

Right before the unveil of its rebrand, DBS Hong Kong recently launched the iWealth app with celebrity Andy Hui, famous celebrity and actor, as well as husband to Sammi Cheng, to expand the iWealth platform to mobile devices. With numerous innovations in place, the application gives customers the autonomy and convenience to bank, trade and monitor their portfolio anytime, anywhere.

“DBS iWealth app is a comprehensive wealth management and banking platform. We consolidated our services into a single hub, and essentially let our customers take the reins,” said a DBS Bank (Hong Kong) spokesperson.

"While iWealth® app's functionality is one of a kind, the challenge to differentiate ourselves and convey to consumers that not all banking applications are the same is a tough one, especially in a marketplace saturated with so many competitors and large-scale recruitment campaigns," she said.

The campaign includes video content challenging consumers on their wealth management knowledge and habits, but to encourage actual downloads, the consumer journey cannot end there. With the help of Sanuker, a game-bot was created with the aim of engaging potential audience members and guide them step-by-step towards downloading the iWealth app.

DBS's iWealth app campaign launched officially last Thursday, and the video generated over 350,000 views and recorded over 3,000 engagement within five days.


Client: DBS Bank (Hong Kong) Limited

Creative Agency: Sunny Idea (HK) Limited

Director: Nathan Sham @ Ogle Production Limited

Director of Photography: Lee Chi Tat

Chatbot Development: Sanuker Inc. Limited