DBS Treasures taps HK stars to inspire an enriching life

DBS Hong Kong has unveiled a new campaign for its DBS Treasures wealth management service, featuring its three ambassadors Louis Koo (古天樂), Raymond Lam (林峯) and Jessica Hsuan (宣萱), 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 upcoming launch of the sequel of the popular TV series A Step into the Past (尋秦記). Done in partnership with creative agency Potassium, the campaign aims to deepen customer connection with the brand. 

As part of the campaign, a two-minute main video has been launched, featuring the three ambassadors chatting to each other in their open sessions, relevant to the escalations in their own careers such as Koo's movies, Lam's concerts, and Hsuan's TV drama, while also touching on their work and personal lives. This syncs perfectly with DBS Treasures’ core value proposition of "Wealth intelligence to enrich your life (智慧智能 豐盛人生每一步).

The innovative format plays directly into consumers’ curiosity about how other wealthy and successful people manage their money. It also showcases how DBS Treasures helps customers to step towards their next treasured chapter by a wide range of diversified products and allowing them to gain international exposure.

This messaging is reinforced by the quotes featured prominently in the campaign: “Taking a step towards your next treasured chapter” (踏出一步 豐盛下一步), “Take a step to explore diversified paths” (邁出一步 探索多元的路) and “Step out and go global”(跨出一步 跨越國際). These quotes directly reflect the core capabilities of DBS Treasures, which enable customers to explore new financial horizons and work towards their aspirations.

The campaign adopted a full-funnel integrated media strategy, digital as key focus to create on-target reach, plus social media on Facebook, Instagram, WeChat and SEM for engagement and conversion, supported by out-of-home MTR trackside 12-sheets and branch billboards for building city-wide awareness, with media services provided by media agency Wavemaker Hong Kong.

Julie Chiu, executive director, head of marketing and marketing communications, DBS Hong Kong Consumer Banking and Wealth Management said, “The trio are genuine friends in real life. Their warm and authentic discussions have been a big hit with consumers which parallels beautifully with our own DBS philosophy of 'Live more, bank less'."

“As Asia’s safest bank, we are proud to offer an unparalleled mix of wealth management services to meet every eventuality in life and this comes across wonderfully well in the interactions between the three stars," she added.

Keith Ho, founder and CEO of Potassium, added, “Customers have responded very positively to the campaign which presents insightful wealth management suggestions from the professionals at DBS as a key part of one’s career and life in a delightfully enjoyable and approachable fashion. The genuine warmth between the trio makes the viewer feel part of a conversation they can genuinely treasure as part of the DBS family."

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

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