According to the bank, the target audience are more used to "googling for information" before consulting a specialist in that area. With NAV, DBS looks to provide the tools and resources to educate the public on making informed decision towards financial planning and wellness. This ongoing campaign runs online, on OOH ads, ATL, in-branch screens and on internal communications.
With the launch of digital banners as well as cinema buys and LCD screening, these ads are purposefully curated to address customers' financial fears and aspirations for financial freedom. The agencies behind the campaign are Tribal Worldwide Singapore for creative duties and Performics for media.
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The campaign has four different scenarios. These include financial goals ads featuring top financial goals set by the customers such as travel, home, wedding and kids education. Here are some visuals that are plastered islandwide:
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