DBS powers 60-hour livestream and street activation for small businesses

As live commerce gains traction in Southeast Asia, DBS is doubling down on its support for small businesses by helping them tap into livestream selling - a format the bank sees as both high-impact and cost-effective for customer engagement.

In the lead-up to SG60, DBS rolled out a series of initiatives to build SME capabilities in the social commerce space. In partnership with TikTok and creative media agency Boom Digital Media, the bank ran two social commerce workshops and four livestream training sessions, aimed at equipping startups, heartland merchants and micro-enterprises with the skills to succeed on platforms like TikTok.

These initiatives fall under the "DBS enhanced heartland merchant banking package", which was launched in April this year as part of the bank’s broader commitment to empowering local enterprises.

Don't miss: SG60 campaigns that remind us why this is home, truly

To put these newly gained skills into action, DBS launched the “SG60: Transforming businesses for the future” mega livestream, which ran from 1 to 3 August in celebration of Singapore’s 60th birthday. The event spotlighted 60 homegrown brands including five DBS Foundation grantees and saw over 600 products showcased across 60 continuous hours, making it the longest live-selling stream in Southeast Asia to date, said the bank. 

According to DBS, 87% of the participating businesses were trying livestream selling for the first time, with 45 clients stepping in front of the camera themselves alongside professional creators. The livestream was hosted across TikTok accounts @DBSBusinessClass and @Live60SG, with content led by popular local streamers such as cherb8ar, funnylittlesheep, and nicolechangmin.

To drive awareness and on-ground buzz, DBS also deployed a roving SG60 SME Banking truck across key commercial zones during the three-day campaign. The truck, executed by Hearts & Science Singapore, served as a mobile activation unit encouraging participation from SME owners and working professionals.

In addition, the bank debuted its first-ever #DBSLevelUp live talk show on TikTok, which ran over two days and attracted more than 7,000 viewers. The talk show featured DBS staff sharing tips and insights on business banking, further extending the brand’s thought leadership in the SME space.

To keep consumer engagement going, DBS also rolled out exclusive card promotions during the livestream period to encourage viewers to shop from participating brands and support local.

“DBS is constantly looking for new ways to help our SME clients grow, and live commerce presents a significant opportunity for merchants to reach new customers, at a relatively low-cost. The SG60 mega livestream is an innovative way to empower businesses and to help them better compete in the live commerce space,' said Sharon Tan, head of SME banking, DBS Singapore. 

"Working alongside a client such as DBS, who consistently pushes the boundaries of innovation, is both inspiring and rewarding," added Rochelle Chhaya, CEO, Hearts & Science Singapore.

"This activation is a reflection of the deep trust and shared ambition that defines our partnership, blending insight, creativity, and purpose to drive meaningful impact in the market and beyond," she stated. 

With Singapore hitting its 60th year, many other brands have taken upon themselves to celebrate the milestone with campaigns, initiatives and eye-catching activations. 

Most recently, UOB celebrated Singapore's 60 years with a head-turning marketing spectacle that transformed UOB Plaza 1 into the world's tallest, brightest and longest projection mapping canvas. The record-breaking showcase sees the 280m tall tower beam out a series of projection shows that celebrates UOB's legacy and Singapore's growth story. 

Meanwhile, local gelato maker Momolato turned up the heat this National Day with the launch of "SingaPop", a line of handcrafted gelato popsicles shaped after the city’s most iconic landmarks. The collection aims to fuse heritage, design, and flavour into an edible celebration of Singapore’s rich identity.

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