digibank by DBS taps on gen Z's concert worries in new AI-generated ad

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Digibank by DBS has unveiled a new campaign titled “Dream fulfilled: Gen Z and Millennial story” showcasing a heartfelt journey of a mega fan who, after immense effort, finally meets her idol.

This campaign comes after digibank by DBS's "Dream unlock: From office hustle to Kpop stage rustle" which aimed to reinforce the brand's reputation as the world's best bank, as well as to showcase its innovative products and communication strategies.

“Dream fulfilled: A Gen Z and Millenial story” spotlights a genuine story of determination and passion, depicting the lengths Gen Z and Millennial individuals will go to meet their favourite idols.

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As part of the campaign, digibank by DBS utilised AI tools to release an ad to communicate the campaign’s message. The ad portrays the challenges of obtaining a pricey concert ticket and navigating ticket-buying process and how the digibank Z credit card can help fans.

In the AI ad, a fan is seen working late nights and works even harder to purchase tickets to a concert. She is seen counting down the time to ticket sales and actively avoids scammers who try to sell fake tickets to her.

After much difficulty, the fan later manages to purchase a concert ticket with a digibank Z credit card.

"Digibank by DBS is celebrated for its innovative digital banking solutions. Our goal is to consistently set new benchmarks in the industry in everything we do," said Melfrida Gultom, head of consumer banking group at DBS Indonesia.

"With the spirit of 'A different kind of bank,' DBS Indonesia positions itself as a bank that is different from traditional banks. We continue to focus on providing a different and better experience for consumers in managing their finances, including helping them to achieve their dreams. We convey this message in a recent and relevant way, ensuring that our communication resonates with our audience," added Risanti Febriana, executive director of marketing and communications consumer banking, digibank by DBS.

The campaign was done in collaboration with Digital Sea, a creative company which combines the expertise of FCB and McCann.

"This campaign demonstrates the incredible potential of combining creativity with cutting-edge technology. We are thrilled to collaborate with digibank to tell a story that resonates deeply with the gen Z and millennial audience and showcases the innovative spirit of digibank," said Bellamia Agustina, general manager of Digital Sea.

With this campaign, digibank by DBS has become one of the few brands that have tapped into the capabilities of generative AI for campaign rollout.

In fact, according to a study by engagement platform CleverTap in May 2024, 54% of marketers have also used AI to achieve faster content generation and campaign rollout.

In the ever-evolving landscape of customer engagement, AI has become an advancement in technology that is unavoidable as 81% of marketers have reported that their organisation is currently using GPT models such as OpenAI’s ChatGPT and Google’s AI Gemini, formerly Bard.

More specifically, 55% of marketers say their organisation’s adoption of GenAI can best be described as partially integrated across selected marketing functions. 71.4% of respondents also said that AI capabilities are most extensively utilised by content teams, underscoring the pivotal role AI plays in content generation.

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