DBS Treasures rewrites the script on wealth management

Following last year’s DBS Treasures brand campaign with Louis Koo, Jessica Hsuan, and Raymond Lam from the A Step into the Past (尋秦記) sequel, DBS Hong Kong has continued the story to build a richer life together.

Don’t miss: DBS Treasures taps HK stars to inspire an enriching life

Created in collaboration with creative agency Potassium and media agency Wavemaker Hong Kong, the campaign adds a new twist to the story for 2026, once again featuring DBS's three celebrity brand ambassadors who are genuine DBS customers.

DBS has developed a more light-hearted, tongue-in-cheek story for this campaign, featuring the natural conversations and gentle banter among the three artists, aligning with DBS Treasures' core brand messages: Wealth intelligence to enrich your life (智慧智能 豐盛人生每一步).

As part of the campaign, a two-minute video has been launched featuring the three ambassadors, showing how they enrich their lives as actors while highlighting how DBS Treasures' services enrich clients' lives.

The campaign has adopted a full-funnel integrated media strategy with a targeted digital approach, leveraging Facebook, Instagram, WeChat, and SEM to drive engagement and conversion. To build city-wide awareness, the campaign also features the Hong Kong Station travellator, out-of-home ads, and branch billboards, with media services provided by Wavemaker Hong Kong.

Julie Chiu, executive director, head of consumer banking and wealth management marketing, group marketing and communications, DBS Hong Kong, said: “For our 2026 campaign, we have adopted a more surprising and contemporary storytelling style that brings our core DBS Treasures message even closer to the audiences through the warmth, humour and profound connection with celebrity acclaim that Koo, Hsuan and Lam deliver so well.”

“As Asia’s safest bank for over 17 years, DBS Treasures strives to offer an exceptional range of wealth management services. Backed by global expertise and an Asian perspective, delivered through digital breath and human depth, and with world-class solutions, DBS Treasures empowers our customers to enrich their lives,” she added. 

Keith Ho, founder and chief executive officer of Potassium, who directed the campaign said, “This year, we’ve taken the story in the film a little further and drawn on the skills of the three ambassadors. We add an even greater sense of excitement with a new storyline that draws audiences into campaign even more. The sense of enriching one’s life has been further enhanced in an impactful and engaging way. We want the audience to feel an even greater sense of joining a family of successful achievers who are being enriched by what DBS Treasures offers."

MARKETING-INTERACTIVE has reached out to DBS Hong Kong for more information. 

Don’t miss: DBS Treasures taps HK stars to inspire an enriching life

Back in August, DBS Hong Kong launched a campaign for its DBS Treasures wealth management service, featuring its three ambassadors, to share stories of their enriching lives.

The campaign kicked off with a video teaser featuring the three ambassadors describing Lam's efforts in preparing for his previous concerts in Hong Kong. It also included a hint of the launch of the sequel of A Step into the Past. Done in partnership with creative agency Potassium, the campaign aimed to deepen customer connection with the brand. 

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