DBS Bank supercharges 'Live more, Bank less' campaign with OOH activation

DBS Bank has partnered with JCDecaux Singapore to roll out an OOH campaign in Changi Airport on JCDecaux's new charging station advertising platform.

Brand messages of its new "Live more, Bank less" campaign were featured on the airport's mobile charging facilities while passengers wait to board their flights. The messages were also delivered on more than 100 charging station units across Terminals 2 and 3, in a bid to reach out to audiences in markets where the bank has a presence in.

Launched in July, JCDecaux's charging station advertising platform aims to allow brands to extend their reach to passengers at multiple touch-points along their airport journey, as an add-on to campaigns running on hallmark sites such as screens and lightboxes. Over 160 units will be available in departure gate holding rooms across Terminals 1 to 3 and they will seek to be an effective medium to target audiences by nationality.

According to JCDecaux Singapore, advertisements on the charging stations afford an average dwell time of 20 to 30 minutes for brands seeking a unique platform to engage audiences while being associated with connectivity and convenience.

Karen Ngui, managing director of group strategic marketing and communications at DBS Bank said the bank is always on the lookout for opportunities that allows it to be contextual and immersive with messages relevant and relatable to our audiences.

"JCDecaux’s new platform offered just that, enabling us to engage with global travellers with contextual and engaging quotes linked to travel or connectivity," Ngui added.

Meanwhile, Evlyn Yang, managing director of JCDecaux Singapore said its OOH solutions at Changi Airport can be tailored to meet different campaign objectives, and to express brand values like convenience and good service for achieving top-of-mind awareness.

"With the addition of charging stations to our selection of sites, there are now more avenues for advertisers to impress a brand footprint across the airport,” Yang said.

Earlier this year, DBS Bank changed its tagline from “Living, Breathing Asia” to “Live more, Bank less” with an initial investment of SG$30million set aside to bring the new brand proposition to markets the brand has a presence in across Southeast Asia, Greater China and South Asia.

Chanel previously partnered with JCDecaux Singapore to launch an OOH campaign in Singapore’s Changi Airport Terminal 3 aiming to bring to life the Chanel J12 watch. The displays featured classic black and white Chanel J12 watches under a hallmark gateway visible by inbound and outbound passengers. Similarly, drone company DJI tied up with JCDecaux to roll out an OOH campaign to promote its “Now It’s Epic” initiative. The campaign aimed to promote DJI’s Mavic Air drones to avid travelers and to position it as the best travel drone in the market.