DBS Bank will direct some 35% of its online media budget into mobile, under a new strategy to strengthen its share of wealthy consumers.
The digital and mobile was announced for the launch of a new branding initiative "Asia's Safest, Asia's Best", a campaign to capture the growing number of affluent Hong Kong consumers.
Glendy Chu, head of group strategic marketing & communications at DBS Bank Hong Kong, said that while TV was still its biggest focus, social, digital and mobile will play a significant role.
Chu said mobile will account for 35% of its total online spend, in addition to a heavy content-led strategy for social media.
Two episodes of micro movie "For our future" will be rolled out on social media and mobile channels, in addition to sponsorship of a travel TV programme Pilgrimage of Wealth - Asia.
"The branding campaign is at the core of our strategy to raise our brand awareness," Chu told Marketing.
"Storytelling is an important aspect of our branding campaigns. We are able to convey the core messages of our brand through aspirational content of the sponsored programme and our micro movie."
The micro movie will run until early November while other communications, including an OOH execution, will continue until the end of the year.
Creative duties for the campaign were handled by Red Interactive and DBS in-house while media duties were handled by OMD Hong Kong.