DBS inks deal with CNN to launch sustainability campaign

DBS has collaborated with CNN International Commercial (CNNIC) to launch an advertising campaign focused on sustainability and innovation with multiple touchpoints. 

The campaign includes DBS being the exclusive sponsor of two half-hour Inventing Tomorrow shows which return to CNN International in August and October. Hosted by Kristie Lu Stout, the programme highlights the innovative steps that entrepreneurs and businesses are taking to change the way we live during this time of unprecedented change. DBS is also the exclusive sponsor of a range of digital content relating to Inventing Tomorrow.

Engaging CNN International's audiences across TV, digital and social platforms, the campaign will also echo the core pillars of DBS's sustainability initiatives including zero food waste, reducing carbon footprint, financial inclusion and digital transformation.

In addition, a branded content series, Portraits of Purpose, which comprises seven films, is being produced by CNNIC's global brand studio Create. Through the perspectives of authentic changemakers who have successfully navigated the pandemic, the films highlight how DBS partners with its clients and the community to create a positive impact in the current environment.

"This perfect combination is the bedrock of our partnership with DBS for a second consecutive year as we deliver a powerful campaign around innovations for sustainability. We cannot wait to get started and bring these ideas to life in a way that inspires positive action amongst our influential audiences, and specifically DBS's customer and partner base across Asia," said Rob Bradley, senior vice president of CNN International Commercial.

The sponsored and branded content is being distributed via CNN International's TV, digital and social platforms to reach influential global audiences at scale. CNNIC is also using sophisticated solutions including Audience Insight Measurement (AIM) to amplify the campaign on digital and social, specifically among DBS's primary audiences of affluent and business decision-makers in a number of markets, namely China, Hong Kong, India, Indonesia, Singapore and Taiwan.

"We believe that the path to building a sustainable future lies not only in walking the talk, but also in working with all our stakeholders - including employees, customers, businesses, individuals and the community at large - to spark change and inspire positive action. These stories are testament to how everyone can, and should, play a part in building a better future," commented Karen Ngui, head of strategic marketing and communications at DBS.

She added, "The choices we make will not just yield impact today, but also shape our legacy for tomorrow."

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