DBS HK launches interactive brand experience

In Hong Kong today, banks aren’t just using their digital screens to display the Hang Seng Index. In an unusual approach to stand out from the crowd, DBS Bank Hong Kong has placed a giant LED TV screen in its Central main branch, which encourages consumers to download an interactive game and share it on facebook.

With Chinese New Year (CNY) fast approaching, DBS has brought to life its two iconic mascots known as ‘Children of Asia’ who star in the bank’s CNY greeting to all Hong Kongers.

DBS is encouraging consumers to capture a QR code on a red packet with their mobiles as it falls down on the bank’s giant screen. Once consumers catch and scan the QR code, they are directly linked to facebook where they can virally share the CNY greeting and happiness with all their friends.

Users can also download an e-coupon to redeem a mobile phone case featuring pictures of DBS’s mascots at the DBS branch, further promoting the brand. To bring the brand experience to life, the lively mascots will also interact with consumers on the streets of Hong Kong.

Rebecca Li, Senior Vice President, Marketing & Marketing Communications, Consumer Banking at DBS said, “Banks now have to come up with new and creative ways to maximize the marketing value of the precious panel space, beyond conventional branding and product advertising. We leveraged on a small-scale localized campaign idea and grew it into social media and guerilla marketing to create a viral engagement with a much bigger community.

The lifestyle execution extends the traditional one-way information display panel into an engaging activity for our customers, driving more people to visit our branch and modernising brand preference for DBS,” Li added.