DBS HK imparts life inspired wisdom with brand ambassador Jessica Hsuan

DBS Hong Kong's new campaign for DBS Treasures spotlights wealth management and tells the story of "seize growth opportunity". DBS Treasures is a premium line for customers with investible assets over HK$1 million and the campaign illustrates how one can thrive with DBS Treasures.

Developed by dentsu International Hong Kong, the campaign talks about how moments in life inspire wealth planning and investment. The team tied up with DBS brand ambassador Jessica Hsuan and brought the creative concept to life by bringing onboard three financial experts from DBS to share their backgrounds, passion, and unique perspectives on life inspired wisdom with Hsuan.

Julie Chiu, executive director, head of marketing and marketing communications at DBS HK consumer banking group and wealth management, DBS Hong Kong, said wisdom comes from living and life gives consumers endless inspirations and learning.

"At DBS, we believe banking should service the way our customers live today, which is connected, on-the-go and decisive. It is good to reinforce this philosophy into our campaigns and bring out the wisdom of wealth management in our communications, right at the digital space where our customers are closely connected to," she added.

Dentsu International Hong Kong's chief creative officer, Jeffry Gamble, explained that it does not want to create a success story of someone else's life as it does not speak to people's needs. Instead, it is important to be relevant in its communication.

"DBS Treasures uncovers valuable opportunities for its customers, and this is the key message. Staying true to the brand, our idea connects 'wealth' back to 'life' and plots three conversations on how living gives us endless wisdom that is equally inspiring and rewarding. At the end of the day, everyone deserves to Live more and Bank less," he added.

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