Asian banking giant DBS has launched a new campaign via dentsu International Hong Kong for DBS Treasures, a premium line for customers with investible assets over HK$1 million.
With Wealth Management being the core focus, the campaign continues the story of “seize growth opportunity” and how one can thrive with DBS Treasures.
The campaign talks about how moments in life inspire wealth planning and investment. The team has partnered with DBS longstanding brand ambassador Jessica Hsuan and brought the concept to life by inviting three financial experts from DBS to share their backgrounds, passion, and unique perspectives on life inspired wisdom with Jessica.
“It is important to be relevant in our communication. We don’t want to create a success story of someone else’s life. That doesn’t speak to people’s needs. DBS Treasures uncovers valuable opportunities for its customers, and this is the key message.” Said Jeffry Gamble, Chief Creative Officer, dentsu International Hong Kong. “Staying true to the brand, our idea connects “Wealth” back to “Life” and plots three conversations on how living gives us endless wisdom that is equally inspiring and rewarding. At the end of the day, everyone deserves to Live more and Bank less.”
“Wisdom comes from living and life gives us endless inspirations and learning. At DBS, we believe banking should service the way our customers live today, which is Connected, On-The-Go and Decisive.” Said, Julie Chiu, Executive Director, Head of Marketing & Marketing Communications at DBS HK Consumer Banking Group & Wealth Management, DBS Hong Kong. “It is good to reinforce this philosophy into our campaigns and bring out the ‘wisdom of wealth management’ in our communications, right at the digital space where our customers are closely connected to.”
Client: DBS Hong Kong
Agency: Dentsu International Hong Kong
Chief Creative Officer: Jeffry Gamble
Creative Director: Keith Liu
Associate Creative Director: Toby Hong
Senior Copywriter: Ronald Yiu
Senior Art Director: Him Chan
Head of Creative Services: Christy Leung
Director of Client Servicing: Daniel Chan
Senior Account Executive: Hazel Chung
Agency: OMD Hong Kong
General Manager: Jacky Ho
Planning Director: Thomas Au
Associate Buying Director: Khristine Tang
Group Head: Hill Wong