DBS Bank Hong Kong crowned king at PR Awards

DBS Bank (Hong Kong) went above and beyond at the competition at PR Awards on 17 September and was crowned Best of Show – Brand. The main platform for PR practitioners across Hong Kong to showcase their cutting-edge strategies, the Awards saw plenty of excited finalists gather at Hotel ICON to see if their company would take home the top awards. All entries were carefully evaluated by a high-profile panel of 22 professionals.

See the full list of winners here. 

See the full jury here.

Standing out from the crowd, and impressing the jury with innovative solutions and team results, was DBS Bank (Hong Kong) which took home 17 trophies in total. The campaign which wowed the judges, and helped to bag the golds for DBS Bank (Hong Kong), was “DBS Live Fresh Lab 2021". The campaignwas aimed at creating awareness for the DBS Live Fresh MasterCard, and recruiting new yet young blood for the bank while driving business and engagement of DBS online platform. 

The bank collaborated with sneaker designer Mr. Sabotage to create a new card to attract the bank's target audiences - the Millennials. Abiding to his sneaker design philosophy, Mr. Sabotage used contradicting camouflage designs with glow in the dark features to stand out from traditional card designs. Meanwhile, the bank harnessed the influence of YouTubers "Trial & Error", four local influencers, two lifestyle influencers and members of MIRROR  to create a video to promote card features. 

Due to the pandemic, DBS Bank (Hong Kong), launched an experiential touchless event at New Town Plaza in Shatin to promote the DBS Live Fresh MasterCard through four themed interactive installations, such as an Instagrammable photo wall, a touchless game kiosk, a selection of dining offers and a futuristic sneaker hologram. 

Meanwhile, The Bridge Agency won the prestigious Best of Show – Agency. The agency took home a total of seven golds and two silvers in total with the campaign Tamjai x Master 7 Mother’s Day Special for Tamjai International.  This year, the competition was incredibly tight with close to 270 entries across 30 categories and a total of 99 trophies awarded to the leading brands and agencies across the regions at the ceremony. This year, 22 industry leaders and professionals invested their time, effort and energy into judging out entries.

We thank all our judges, and congratulate all our winners for an excellent night! See you again next year!

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