DBS's campaign extends branding message, fuels up social media engagement

DBS has recently extended its branding message into "live more" with its new O2O campaign launch.

The extended branding messages would further aspire the customers, as it "characterise the way DBS works", according to DBS Bank (Hong Kong) Limited's head of group strategic marketing & communications Glendy Chu.

"People don’t bank to transact. They bank because they want to get the most out of life," she explains.

While last year's campaign saw the company teamed with several local influencers in a series of videos, the bank taps Canto-pop lyricist Wyman Wong in its "live more" videos this year.

The bank also sets three instant photo printers at The ONE, Windsor House and Langham Place, to encourage the public sharing the video's promoted philosophy through uploading photos to social media based on four weekly themes - "live Wow" (travel, lifestyle, food), "live Well" (health, sports, inspiration), "live Connected" (friendship, relationship, love) and "live Creative" (creativity, technology, arts). Participants would be rewarded with offers and prizes.

The company invited Tracy Chu (朱千雪), an actress and beauty queen, as well as Oomeisaya, a star of the highest grossing Thai movie of 2017, to fuel talks during last week's launch.

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Wyman Wong's videos amassed a combined 5.7 million views in August, and the bank is currently expecting more.