DBS unveils US$22m regional branding campaign

DBS Bank’s new regional campaign will be rolled out early next year, as it seeks to build a stronghold across its six key markets, Singapore, Hong Kong, Taiwan, China, India and Indonesia.

The campaign costs three times more than the bank’s last branding campaign in 2006, which cost SG$10million (US$7.65 million). DBS intends to allocate 40 per cent of the budget to regional markets, 40 per cent to grow Greater China, and 20 per cent to South and Southeast Asia.

“It’s now timely for us to roll out a regional thrust,” said Karen Ngui, DBS managing director and head, global strategic marketing and communications, adding that DBS rolled out local campaigns as they were establishing a presence in each market.

Behind the new campaign are Tribal DDB, Rocket Asia and the bank’s internal branding team.

Retaining the tagline 'Living, breathing Asia', the bank builds on its Asian pedigree, and features DBS’ luminary customers as spokespeople, including homegrown celebrity Kit Chan, hotelier Loh Lik Peng and his father Dr Loh Hung Soon, executive director of Want Want food manufacturing company, Tsai Wang Chia, and Hian Goh, co-founder of the Asian Food Channel.

“Our position as an Asian bank hasn’t changed. In fact, we’re more excited about it now,” Ngui said, adding that Asia is now where everything is happening.

The new campaign will first launch in Singapore before rolling out to other markets. It will be showcased across airports in Changi, Delhi and Taipei. A huge outdoor component is expected to be incorporated for every market.

The campaign also features 30- and 60-second TVCs, which will run on cable channels as well as on in-flight entertainment of Asian airlines such as Cathay Pacific, China Airlines, Garuda, Jet Airways, Eva Air and Singapore Airlines.

The print ads, which were devised by Tribal DDB, will run in publications like Newsweek and The Economist as well as The Straits Times.

For the first time, DBS Bank will also be showcasing the bank’s industry experts on Facebook and targeting their audience through smartphones.

The bank is expected to review the first phase of the campaign in the middle of next year, before deciding on the budget for phase two.