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DBS encourages customers to start a better 'second life'

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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.https://vimeo.com/90104917"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.[gallery link="file" ids="42963,42964"]Credits:Client: DBSCreative agency: McCann Hong KongGroup account director: Philip TsangAssociate account director: Zero KwokSenior account executive: Ivan ChoiCreative:Executive creative director: Paul SweeGroup creative director: James ReevesAssociate creative director: Jeff NgSenior copywriter: Kain LawTV producer: Wendy Ho

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