CASE STUDY: DBS focuses on high-achieving women

Background
The launch initiative built on the understanding that as friends, sisters, wives, mothers, subordinates or superwomen, women seek support to affirm, inspire and motivate them in their everyday lives.

Aim
DBS wanted to position the card as the perfect sidekick for the female high-achiever by presenting its ability to empower.

Execution
A campaign consisting of print, billboard and taxi ads, was launched in July under a 'woman of the world' theme. The target consumer, personified in the campaign, is someone who is ambitious, clear about her preferences and unprepared to settle for second best in any aspect of life, whether at work, home or socially.

The card offers a specially-designed app designed to improve women's increasingly complex lifestyles and allow them to enjoy customised offerings of different services, with 10 times point rewards for any online spend. Designed to complement the card, the app allows cardmembers easy access to card benefits, one of which includes being accorded priority status every time they book a Comfort or CityCab taxi. 

The campaign will continue until the end of the year.

Results
Within the first month of launch, the card has achieved a sign-up rate of more than 5000 cards, well above the industry average for product launches. There were some male applicants as well.