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DBS unveils S$25m regional brand campaign to celebrate role in Singapore's history

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DBS Group unveiled on Wednesday its new S$25 million regional brand campaign, celebrating the bank's role in the history and development of Singapore which turns 50 next year.

DBS Group unveiled on Wednesday its new S$25 million regional brand campaign, celebrating the bank's role in the history and development of Singapore which turns 50 next year.

The new brand campaign will be launched in Singapore later this week and then unveiled in Hong Kong, China, India, Indonesia and Taiwan early next year. A slew of innovative marketing initiatives large and small will be rolled out, building up to Singapore's 50th celebrations next year.

Unlike its previous "Living, Breathing Asia" campaign launched a decade ago, when the bank embarked on its regional expansion, the new campaign "Igniting Possibilities, Sparking Joy" reflects its growing leadership position and its purposeful, positive role in the communities it is present in.

"This shift outwards, to create an impact beyond banking, with real people making a real difference in society, is expected to further differentiate the brand,'' DBS said.

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Key to the new campaign is an innovative social interaction and crowdsourcing approach which invites people to spark something in their lives as a personal goal or for community advancement. A microsite featuring stories from the public about what they have sparked will help engage and activate the community around their shared passions. DBS will also help people spark the dreams that they share via #MySpark, a social activation on the microsite.

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