Social Mixer 2024 Singapore
marketing interactive

DBS hopes new mini-series will challenge the perception of banking

share on

DBS has launched a new mini-series that follows a group of young bankers as they navigate work and personal lives. According to the bank, the series is inspired by true stories where the bankers challenge the status quo to go above and beyond when solving unusual client challenges.Through this mini-series, titled Sparks, DBS hopes to convey the true meaning of banking, and to challenge the perception that banking is only about transactions. This reflects the bank’s commitment to integrate banking seamlessly with customers’ everyday lives, going the extra mile so that they can achieve their dreams and get more out of life. To make things happen, while leaving them with time and space to do what matters the most.Karen Ngui, managing director and head of group strategic marketing & communications at DBS Bank said the bank  continues to embrace innovation and digital banking, reinventing its branding and marketing strategy to create content that sparks conversations and meaningful experiences, speaking to customers in a relatable manner. Sparks is one of the ways DBS is disrupting the industry via digitally oriented content marketing.“With the advent of social and digital media, DBS is embracing a whole new way of interacting and communicating with our customers, because banking is really about people’s lives. As much as people see the numbers, dollars and cents behind every client, there is always a deeper story to tell. What makes Sparks different is it shows the challenges the characters face in the bank. While they have good and bad days, when they see how their work makes a difference to the lives of their clients, that is very rewarding,” said Ngui.The bank said in a statement, since launching in February, the Sparks trailer and episodes 1-3 have altogether garnered more than 12 million views and over 510,000 online engagements across our key markets. Watch Sparks at out the episodes:Episode 1In this pilot, Claire Lee, a relationship manager, is introduced to cocky, Oxford-educated Jasper Wu, her new colleague. Sparks fly when they meet. A reluctant Claire is asked to show Jasper around, and then to visit a potential client together. 2A potential client, Lindsay, is in a predicament. Claire and Jasper get to know each other a little better, and evaluate Lindsay’s plan with the rest of the team. Will they manage to successfully solve Lindsay’s issue? 3The team manages to help Lindsay secure her loan, but an unforeseen development throws them off and tests them further. The young bankers hatch a plan to solve the new issue, but with a big player in the way, will they be able to win over their community? 4A new boss and an old acquaintance set Team DBS on a new mission. When an unexpected situation tests their mettle, they must dig deep and find their worth. 

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window