DBS HK enriches lives with new campaign featuring celebrity trio

DBS Bank Hong Kong has launched a new campaign to refresh its DBS Treasures wealth management service, introducing the new slogan "Wealth intelligence to enrich your life" (智慧智能 豐盛人生每一步).

Done in collaboration with creative agency Potassium and media agency Wavemaker, the campaign started on Monday (12 August) and will run for eight weeks. 

A spokesperson from DBS told MARKETING-INTERACTIVE that the campaign targets the affluent segment, specifically purposeful leaders, family breadwinners, and career achievers. 

The campaign features local celebrities Louis Koo (古天樂), Raymond Lam (林峯), and Jessica Hsuan (宣萱). Koo and Hsuan are existing DBS Treasures ambassadors, while Lam is a new addition. He is introduced to highlight how DBS can effectively combine technology with expert advisory services to cater to customers' needs at different life stages, according to the spokesperson. 

To build anticipation, the campaign is launched with a teaser video featuring the trio in a conversation after filming a fight scene.

Following the teaser, DBS has released a commercial video that focuses on Lam's journey and experiences as an actor, singer, and father, further highlighting how DBS can support individuals at different life stages.

The campaign is further supported by various short chatty reels on social media to build awareness and connection in a light-hearted way. The reels cover an array of topics such as Koo, who represents purposeful leaders, talking about his film career “電影事業豐盛了我的人生”; Lam, who represents family breadwinner, discussing his love for his family “見證女兒成長 體驗生命的豐盛” and Hsuan, who represents career achievers, sharing insights on her international exposure “活得精彩 就是豐盛”.

The trio will share their real-life personal stories and life insights through unscripted conversations, emphasising the importance of having DBS Treasures as their trusted wealth management partner that leverages digital banking intelligence and Asia connectivity to fulfill their aspirations at different stages of their lives.

According to the spokesperson, the campaign has employed a full-funnel integrated media strategy. This includes building city-wide awareness through out-of-home (OOH) advertising, such as MTR station supernova displays and trackside 12-sheets, as well as branch billboards. It has also utilised terrestrial and online TV ads, along with social media platforms such as Facebook, Instagram, WeChat, and search engine marketing (SEM) for engagement and conversion.

In terms of ROI measurement, the spokesperson said DBS has combined metrics, focusing on both brand visibility and performance marketing outcomes. Key indicators include the number of impressions and reach across various media channels, providing insights into the campaign’s exposure. Additionally, performance marketing metrics such as engagement rates, click-through rates (CTR), and conversion rates are closely monitored. 

“This data-driven approach allows DBS to assess the effectiveness of the campaign in driving customer engagement and achieving its marketing objectives,” said the spokesperson. 

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Julie Chiu, executive director, head of marketing and marketing communications, DBS Hong Kong consumer banking and wealth management, said: “We have taken a bold step to pioneer this unconventional story-telling approach, by listening to the real voices of the popular Hong Kong celebrity trio. This relates perfectly to how DBS Treasures stands by our customers to help them realise their life goals.”

“As Asia’s safest bank, DBS Treasures aims to enrich our customers’ lives with bespoke wealth management solutions through a perfect blend of technology and expert advisory that caters to our customers’ ever-changing wealth management needs at different stages of their lives,” Chiu added.

Keith Ho, founder and chief executive officer of Potassium, said: “By capturing the natural chemistry between this trio, we created an emotionally powerful campaign that truly showcases the breadth and accessibility of DBS Treasures.”

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