DBS bank has made a fresh new move to engage the young generation, partnering with dentsu International Hong Kong to launch the DBS Live Fresh Card. Calling all the youngsters to step out of their comfort zone and show their best moves, DBS is running a “Dancing Light” competition, celebrating their talent, creativity and energy, bringing the card’s proposition “Don’t Just Live, Live Fresh” to life.
The event is managed by dentsu International Hong Kong, DBS’s communication partner. To stir up the excitement, the agency crew has brought in Lokman, the lead dancer of Hong Kong’s hottest boy band MIRROR, and Alison Wong, a well-known professional dance instructor and choreographer. After their stunning performance to call for entries, many have joined the competition and the grand finale was concluded last Friday.
Supported by dentsu’s media team, the competition was promoted on social platforms and further amplified with KOLs.
Murphy Siu, Group Creative Director, dentsu Hong Kong, said: “Live Fresh is about enjoying life in fresh and new ways. This represents a powerful ‘attitude’ that we wanted to translate into our communications, something that millennials can relate and respond to. Dancing Light competition sets this stage for DBS brand to co-create a shinning new experience with the millennials, inspire them to enjoy and pursue new excitements in life.”
“The ‘Dancing Light’ has brought the concept of ‘Live Fresh’ to life in a fun and engaging way. We’ve received fantastic participation from the public. It is such an inspiration to see many bright talents, and their amazing dance moves have truly light up our event.” said Julie Chiu, Executive Director, Head of Marketing & Marketing Communications at DBS HK Consumer Banking Group & Wealth Management.
Client: DBS Hong Kong
Agency: dentsu Hong Kong
Group Creative Director: Murphy Siu
Art Director: Vanessa Chiu
Chinese Copywriter: Rico Fung
Director of Client Servicing: Daniel Chan
Associate Account Director: Wayne Liu
Senior Account Executive: Hazel Chung
Account Executive: Heidi Ku