Following a digital push announced last week, DBS has unveiled a 30 second TVC to deepen its brand identity – Igniting Possibilities, Sparking Joy – by “illuminating” the city as part of its regional campaign.
Created by RGA Singapore and localised by McCann, the spot aims to challenge traditional perceptions of banking by sparking delightful customer experiences that connect businesses and communities, and by illuminating people’s lives through creativity and innovation.
The campaign spans online and offline advertising, with social media and digital mediums managed by Guru Online. Pre-launch initiatives included an online video, created by FevaWorks Solutions, about the joy of banking at DBS.
“Igniting possibilities and sparking joy encapsulate everything we do,” said Glendy Chu, head of group strategic marketing and communications at DBS Bank Hong Kong.
“It’s about the choices we make and speaks to the legacy we want to leave at DBS and the community we are a part of.”
To enhance social engagement, the campaign contains a call-to-action, encouraging DBS members to create their own #MySparkHK light paintings on social media and sharing their personal aspirations as well as meaningful goals for the community via a campaign microsite.
The site has attracted contributions from key opinion leaders and industry luminaries including local signer Joey Yung and Cheung Kong Holdings’ executive director Justin Chiu.
Upcoming Spark stories will feature Hong Kong’s first ever Formula 3 driver, Marchy Lee, as well as young entrepreneurs such as EasyVan’s Chow Shing-yuk and Ronnie Cheng of Lab Made, Asia’s first liquid nitrogen ice cream laboratory, to name but a few.