DBS’ latest campaign created in collaboration with Secret Tour Hong Kong and dubbed ‘The Art of Spending’ has been a hit on YouTube and social media generating 950k views and over 12.5k reactions on Facebook.
The two campaign films were aimed at highlighting the travel benefits of its credit card, DBS Compass Visa.
Queenie Lam, senior vice president at DBS Bank Hong Kong said using digital to reach the younger generation had proven effective.
“Now that we could no longer find youngsters staying in front of the television, we have to change our approaches to reach this target segment,” she said. “Traditionally we would create a TVC and formulate OOH or digital strategies around it; in this campaign, we go digital-first, while other channels serve as supplements.”
For “The Art of Spending”, the bank worked with renowned local influence Tat Gor, portrays him as “Mozartat” or “Tat Vinci” in the video, and asked him to mimic art legends and figures such as Mozart, Leonardo Da Vinci, and even Jesus in the art piece “Last Supper”, to quite literally sing praise for the card.