DBS HK continues the 'Live more, Bank less' spirit with citywide campaign

Following last year's regional campaign that defies what being a bank means, DBS continues its "Live more, Bank less" spirit with its latest integrated brand campaign for Hong Kong.

The citywide campaign aims to deliver the message that DBS makes banking so simple, seamless, and invisible, that customers have more time to focus on the people and things they care about the most. The bank hopes to inspire audiences to create their own happiness by celebrating the everyday life and injecting joyful rituals into the ordinary.

The campaign leads off with a thematic video comprising a series of vignettes that depict various individuals who strive to “Live more” by infusing something extraordinary into seemingly ordinary moments, including a couple who throws a party to announce the gender of their yet-to-be-born baby, a young woman who sets aside time for her cat, a family that goes on vacation in matching outfits, and a man who creates a map of all the playground swings in Hong Kong.

These vignettes aim to remind the audience that true happiness lies not only in celebrating significant milestones but also in cherishing life's simple pleasures.

The campaign was inspired by a universal insight that encourages people to fully live their life by savouring special moments in everyday life. By focusing on one’s love and passion, people can live in a more meaningful and joyful manner that leads to happiness and fulfilment, according to the company. 

In terms of medium of promotion, a thematic video and an outdoor domination are displayed at Kimberly Centre at Causeway Bay, including the “Live More Show” activation, inviting individuals to submit photos or videos that showcase their “Live More” moments. Selected submissions will be displayed on a giant video wall in Causeway Bay to inspire the public.

“Live more, Bank less is more than just a brand campaign, it is a mindset shift that empowers people to focus on what truly matters in life – their passions, their dreams, their loved ones, and the small moments of joy that make every day worth living,” said Amy Wu, executive director and head of group strategic marketing and communications, DBS Bank Hong Kong. 

MARKETING-INTERACTIVE has reached out to DBS Hong Kong for more information. 

Don't miss: DBS pushes regional brand campaign to continue defying what being a bank means

Back in July last year, DBS made a splash with its regional campaign that reflects its belief that, by behaving more like a startup, more like a techie, more like an eco-warrior, and less like a "traditional bank, it can be a bank for the times – because a post-COVID world demands for a different kind of bank. The brand campaign which comes four years after its “Live more, Bank less” positioning, builds on what DBS wants to stand for and aims to defy the status quo of what being a bank means.

Related articles:

DBS Bank relinquishes majority stake in AXS to Tower Capital Asia
DBS, Singtel and The Hour Glass top SG's strongest brands in new report
DBS' digital banking services disrupted once again just weeks after major outage
DBS names new SVP of corporate branding, digital marketing and DBS Foundation