DBS Bank

‘Living, Breathing Asia’, Digital campaign
–
DBS – Living, Breathing Asia

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,
Hian Goh, co-founder of the Asian Food Channel and many more. We were tasked with new marketing
collaterals, environmental graphics, digital initiatives and print ads, which ran in publications like
Newsweek, The Economist as well as The Straits Times.

And for the first time, the bank will also be showcasing the bank’s industry experts on Facebook and
targeting their audience through smartphones.
–

The DBS Black Card
–
Part of the pitch proposal for DBS Black card prior to winning the business. The objective was to increase
their membership drive via a series of online engagements through a mobile app and website. The website
allows users to bid for limited edition ‘Black’ products and merchandise once they sign-up.

For the first phase of the campaign, we used Twitter as a communication platform, we got the public to spot
the ‘Blackcode’ by sending a tweet via the site. The highest retweets receives 2-year waiver plus a special
premium giveaway every week and exclusive ‘Black’ merchandise.
–

DBS x Tribal Worksite (Agency initiative)
–
The worksite is an agency initiative which charts the creative process, creative work and work-in-progress reports
developed for the DBS campaign ‘Living, Breathing Asia’. This online content management system will be applied
to other accounts to document the creative work developed under the DDB Group.
–

–
Client: DBS, Singapore

Art Directors: Eugene Boey, Tobing Lanata, Larry Lim / Copywriters: Dawn Yang, Shervin Seah
Completed during my tenure at TribalDDB
–
Visit DBS on Facebook / Youtube
–

| &#x25B2 Back to top |