This campaign (hereafter referred to as the ‘DPL campaign’) positions DBS as a trusted partner that genuinely understands and anticipates our clients' across consumer and corporate clients’ diverse and evolving needs. Through relatable and compelling scenarios, we vividly demonstrate how our integrated suite of corporate and consumer financial solutions seamlessly supports them in every aspect of their financial journey, from daily transactions, cross-border payment solutions to long-term wealth building and succession. Whether it's empowering burgeoning Small and Medium-sized Enterprises (SMEs) with efficient corporate financing to fuel large corporations’ growth and international expansion, or guiding high-net-worth individuals in sophisticated wealth management planning to safeguard their legacy, our solutions are meticulously designed for unparalleled ease and efficiency.
This deeply client-centric approach, which is the cornerstone of our "One Bank, One Brand" vision, ensures that every interaction and every solution is tailored to provide meaningful support, ultimately empowering our clients to truly "Live more, Bank less."
Thinking Behind
Our "DPL campaign" was brought to life through a meticulously planned and executed strategy, showcasing innovative approaches and collaborative efforts.
Pain point from clients’ perspective :
> Consumer banking
> Corporate banking
Pain point from the bank’s perspective :
Overall Strategy
Our strategy " focuses on leveraging scenario-based video content to directly address client pain points by showcasing DBS solutions, integrating our "One Bank, One Brand" vision across consumer and corporate banking, and enhancing public awareness.
Amplification Plan:
To effectively connect client pain points with DBS solutions, we developed a suite of video series, aimed for maximum reach and impact across diverse platforms, incorporating AI for expanded scenario demonstrations and supported by internal communications.
The core series included:
This extensive production cycle spanned over three months, driven by close collaboration between the Brand Team and key stakeholders. This cross-functional effort was critical in launching the bank's inaugural brand campaign that seamlessly integrates both corporate and consumer banking products, embodying our "One Bank, One Brand" philosophy. The project underwent rigorous reviews by the DBS Taiwan Management Committee, ensuring strategic alignment and effective execution.
We aim to offer customers integrated and comprehensive digital payment solutions, extending beyond individual consumer financial services. This ensures that even business owners can fully leverage our corporate digital payment solutions.
Amplification Strategy:
Our amplification strategy was multi-faceted, utilizing a blend of paid, owned, and earned media channels to ensure maximum exposure:
Challenges
Our journey presented two primary challenges:
Our efforts demonstrably met and exceeded team objectives, showcasing significant success across key business, marketing, and brand health metrics.
Business Impact : Our initiative yielded substantial business growth
Consumer Banking
Corporate Banking
Marketing Effectiveness
Our marketing efforts achieved remarkable reach and engagement:
Brand Health Monitoring Score
The campaign significantly strengthened key brand attributes: