DBS' SG$25 million regional brand campaign

Singapore’s local bank DBS is launching a SG$25 million regional brand campaign which is expected to roll out later this week.

The new campaign positioning is :Igniting Possibilities, Sparking Joy", and is aimed at showing the bank’s "growing leadership position" and its “purposeful role in the communities it is present in”, said Karen Ngui (pictured), managing director and head, group strategic marketing & communications, DBS at a media briefing today.

The regional campaign aims to challenge perceptions of banking as being staid and sometimes tedious, she added. The bank will adopt a conversational tone of voice for the campaign, and aim to show how simple it is to use the its products.

The campaign will run across print, broadcast, digital and social media and out of home mediums. Central to the new campaign however, will be social interaction and crowd-sourcing as DBS will ask the public to set goals in their personal lives as well as for community advancement. A microsite will also be launched which features stories from the public about what they are passionate about and will aim to engage the community. DBS will then aim to help realise the dreams and goals of those who have shared their ideas via #MySpark, added Ngui.

“We are a bank that proudly lives and breathes Asia, and as we embody the dynamism of new Asia, our outlook is decidedly ‘un-bank’. Much more than a brand campaign, ‘Igniting Possibilities, Sparking Joy’ represents what we stand for,” said Ngui.

“The symbol that ties these ideas together goes back to the heart of DBS and is the “spark” represented by the white star within the bank’s four leaf clover logo,” she added.

Meanwhile, throughout the year, a slew of other marketing initiatives will be rolled out, for the campaign.The new brand campaign will be unveiled in Hong Kong, China, India, Indonesia and Taiwan early next year.

For starters, the bank will introduce an iWealth IQ quiz as well as fun and engaging DBS PayLah! initiatives shortly. “This shift outwards, to create an impact beyond banking, with real people making a real difference in society, will help further differentiate the brand,” explained Ngui.

The campaign was created with the help of recently appointed agency R/GA and work with the agency began in the second half of this year. However going forward, the bank will also continue to work closely with its creative agency DDB and media agency Havas Media.

Meanwhile, the campaign is also timed to build up to Singapore’s fiftieth celebrations next year. In conjunction with SG50, the bank created a SG$50 million foundation to support social entrepreneurship in Singapore and Asia. Earlier this year the bank also made a gift of SG$ 25 million to the new National Gallery Singapore, which will open its doors next year as part of the country's jubilee celebrations.

This year DBS was ranked most valuable brand in Singapore by Brand Finance for the second consecutive year, with a brand value of US$ 4.01 billion. This said the bank was the highest in Singapore, ahead of Singapore Airlines.