DBS set to roll out $25 million regional campaign

Created by R/GA, the campaign features a new brand identity, TVC, microsite, online ads, on-ground activations, social activation, outdoor efforts and new sponsorship deals. While DBS appointed R/GA in the second half of the year, it will continue to work closely with DDB, its agency-of-record.

According to Karen Ngui (pictured), managing director and head of group strategic marketing and communications, the campaign challenges the industry status quo of staid marketing and adopts a more conversational tone that highlights the impact the bank has on consumers.

The new brand campaign, timed to build up to Singapore’s 50th anniversary celebrations, will roll out in Singapore later this week and in Hong Kong, China, India, Indonesia and Taiwan early next year. The campaign also marks the introduction of new products and services under the company’s iWealth and DBS PayLah.

Ngui spoke extensively about an innovative social site, which invites people to “spark” a change in their lives by sharing their goals and dreams. DBS has appointed an internal panel to pick “sparks” it can help realise. “This is largely predicated on the shift towards not just saying but actually doing it,” she said.

As part of the marketing initiative, the bank has established a SG$50 million (US$38.4 million) foundation to develop social entrepreneurship in the country. It will also be sponsoring a slew of initiatives including the SEA Games 2015 and the Marina Regatta.