DBS inspires HKers to trust their ‘spark’ with new campaign

DBS Bank Hong Kong has unveiled a new brand campaign to inspire people to believe in themselves and make their dreams a reality. 

Also known as “Trust your spark”, the campaign is available from July to September and is done in collaboration with creative agencies Narrow Door and Meology, as well as media agency OMD. It conveys the message that there is a spark within each person that allows them to live more fully when they trust in themselves and lean into their potential.

A spokesperson from DBS told MARKETING-INTERACTIVE that the campaign is launching across APAC, including the headquarters in Singapore, and other markets in China, Hong Kong, Taiwan, Indonesia, and India. It targets the general public, customers, and employees.

The campaign features a brand video that depicts how everyone has their own life journey, but there is one common force that empowers them to live out their limitless potential - that is, belief.

In terms of offline engagement, DBS Hong Kong has set up an AI-powered photo generator tour that is touring various locations across the city.

Available from 5 August until 20 August, the mobile photo experience uses Gen-AI to create personalised photo previews of participants living their dreams, whether as a musician, an athlete, an artist, or any aspiration. By visualising their future self, DBS aims to ignite inner sparks, especially for youth, and motivate people to pursue their passions.

Participants can redeem a portable fan on-site while supplies last. They will also receive a printed photo preview of their future dreamed self, which they can share on social media. By uploading their personalised dream photo to Facebook or Instagram with #TrustYourSpark, people will be entered into a lucky draw for the chance to win various prizes. 

To further engage its audience, DBS has created a column on its website that features the real-life stories from its customers, employees, and community partners, individuals who embody the spirit of "trusting their sparks".

According to the spokesperson, the brand video and the real-life stories stories will be amplified across media, including  TV, out-of-home (OOH), and digital, during the Olympic Games. "The Olympic spirit of perseverance despite adversity resonates with the campaign message to believe in yourself. We hope to motivate the Hong Kong people to summon their inner courage as athletes do."

Amy Wu, executive director, group strategic marketing and communications, DBS Bank Hong Kong, said: “At DBS, we believe there is an inner spark waiting to be unleashed so people can live a more rich and meaningful life. Our ‘Trust Your Spark’ campaign aims to inspire that belief through real-life stories of DBS customers, employees, and partners who found the courage to do more because they believed in themselves and trusted that DBS had their backs.”

Terry Tsang, founder, Narrow Door, said: “Seeing is believing. Once you can ‘see your dream’, you are more inclined to believe in yourself and set goal for it. By using the latest AI software 'Stable Diffusion 3', we are able to manifest your inner spark instantly on this on-ground activations.”

Don’t miss: DBS SME Banking HK highlights service speed with tunnel billboards

Recently, DBS SME Banking unveiled large-scale billboards at the Western and Eastern harbour tunnels to promote the speed and seamlessness of its enhanced service attributes.

Also known as “DBS SME Banking: Unlimited business opportunities at your fingertips” (彈指間 撻着無限商機), the campaign comes after the bank upgraded its online business account opening service in June. Running from June until September, it aims to promote its enhanced service through multi-channels.

Related articles:

DBS CEO interviews SG kitefoiler ahead of Paris Olympics
DBS' group head of marketing Saurabh Singhal moves to GIFT City
DBS HK empowers SMEs with new sustainability campaign