In line with the Chinese New Year season, the Singapore-based DBS bank is staging a treasure hunt across Facebook and mobile to engage local Hong Kongers.
The media campaign, which will run until 6 February, is built around a mini game that aims to engage and challenge users to grab a golden treasure in order to win electronic prizes and branded red packet.
By scanning in-store QR codes, customers can also download a mobile app “Fun Fun Share” which offers customised e-cards for users to share around social media.
Glendy Chu, head of group strategic marketing and communications of DBS Hong Kong, told Marketing that social media is integral to effective customer engagement.
“DBS Hong Kong has been keenly engaging fans on social media as a way to stand out, to grow our fan base and to reinforce our brand positioning as ‘Asia’s Safest, Asia’s Best’.
She added the latest CNY push on social media exemplifies how the brand is achieving the goal as it rides on DBS's existing popularity of the Chinese New Year Boy and Girl mascots and the Chinese New Year festivities.
“With this Facebook game, we are adopting a soft-sell approach in reinforcing our ‘Asia’s Safest, Asia’s Best’ brand messaging. We do see social media as an ideal platform as it allows us to reach and engage our audience quickly and repeatedly to help build up the bank’s digital persona.”
Both creative and media strategies were executed by technology firm FevaWorks Solutions Hong Kong.