DBS encourages customers to start a better 'second life'

DBS encourages Hong Kongers to take action to pursue their dreams with a campaign pushing its latest “New Chapter” Wealth Planning platform.

Created by McCann Hong Kong and OMD Hong Kong, the "2nd life" campaign hinged on the insight that Hong Kong people work too hard to make a living, with no time spent pursuing their dreams.

"It's a retirement redefined proposition to capture the evolving customer needs in pursuing their retirement life. This would make the campaign concept more powerful than merely pursuing aspirations but moving onto next chapter," Rebecca Li, senior vice president, marketing and marketing communications at DBS told Marketing.

Zero Kwok, associate account director of McCann Hong Kong added the spot aims to tell how DBS’ new platform helps customers to begin a new journey to pursue aspired life.

It built on top of the bank’s latest survey on locals’ aspirations with Nielsen, which shows 94% of interviewees would pursue careers and lifestyles they aspire to when they no longer have concern their livelihood.

The campaign covers television, print, OOH and online activations, which will run until the earliest mid-May.

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Client: DBS
Creative agency: McCann Hong Kong
Group account director: Philip Tsang
Associate account director: Zero Kwok
Senior account executive: Ivan Choi
Executive creative director: Paul Swee
Group creative director: James Reeves
Associate creative director: Jeff Ng
Senior copywriter: Kain Law
TV producer: Wendy Ho