DBS Hong Kong is aiming to show its commitment to being “a different kind of bank” with its new brand and social activation campaign. In Hong Kong, the brand is leveraging the stories of KOLs who have been inspired by DBS to pursue a full life that extends beyond traditional roles and identities.
The brand features stories of social influencers from across different pillars to show how they go beyond the ordinary to become the better versions of themselves.
Furthermore, the bank has partnered with local R&B singer-songwriter Gareth.T to hold an online live concert as a way to elaborate his personal statements. Gareth.T spoke of being inspired by the spirit of “be a different kind of ____,” using his online live concert as a medium to cascade his own way of being a different kind of singer, and encouraged others to discover their own breakthroughs.
According to DBS, the campaign reflects its belief that customers in the modern world need a different kind of bank, which is a bank that is more innovative, technology and sustainability-focused, and ensuring that banking is simple, fast and effortless, increasingly personalised, and seamlessly woven into everyday life.
The new positioning of the brand was unveiled in July this year across markets such as Singapore, China, India, Indonesia and Taiwan. The campaign was done together with Tribal Worldwide Singapore
The key focus areas for the campaign will be:
- Committing to continuous innovation: DBS embarked on its digital transformation journey in 2014 so customers can “live more, bank less”, and have more time to spend on the people and things they care about.
- Inculcating a startup culture: Emerging technologies such as blockchain and artificial intelligence/ machine learning continue to mature and will likely reshape the world of finance in the coming decade.
- Advancing the sustainability agenda: From banking underserved communities and supporting social enterprises to prioritising action on climate change, DBS is guided by a sense of responsibility to society and planet.
“We want to remind people that possibilities are unlimited, and DBS aims to inspire everyone to unleash their potential,” said Amy Wu, head of group strategic marketing and communication of DBS Bank (Hong Kong).
“We believe DBS has a higher purpose to serve Hong Kong better by being a different kind of bank. Through our focus on innovation in banking services and customer engagement, we want to enable our customers to live more, live better and bank less,” Wu added.
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