THE 14TH ANNUAL SHORTY AWARDS

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DBS Hawker Series

Entered in Local Campaign

Objective

As the cost of living rises, DBS and POSB remain committed to supporting customers, heartland businesses, and the wider community. The DBS 5 Million Hawker Meals (DBS 5M HM) and POSB Support Our Heartlands (POSB SOH) initiatives were introduced to provide financial relief and encourage the adoption of digital payments among small businesses and consumers. To amplify awareness and engagement, a strategic content approach was implemented to inform, educate, and inspire action.

Amid rising inflation and evolving consumer behaviours, the campaign sought to: 

1. Strengthen DBS and POSB’s role as trusted partners of the community 

2. Shift consumer attitudes towards digital payments 

3. Reinforce DBS and POSB’s commitment to preserving and uplifting Singapore’s heritage 

Rather than focusing on short-term engagement, the goal was to create lasting brand equity and emotional connection with consumers. 

Strategy

DBS and POSB used storytelling as a vehicle to shape public perception. The strategy centred on authentic, human-led narratives to showcase the bank’s role as a community enabler. 

1. Leadership-led storytelling: reinforcing DBS’s human-centric approach 

2. Emotional storytelling to deepen consumer connection 

3. Social-First Content to modernise perceptions of heartland businesses 

4. Multi-Platform execution to maximise reach and engagement 

Rather than pushing a transactional message, this campaign built credibility through engagement, storytelling, and authentic connection. 

Results

The content amassed:

Results from the wider campaign:

Media

Video for DBS Hawker Series

Entrant Company / Organization Name

DBS Bank & POSB

Links

Entry Credits