HONG KONG — With the goal to embed banking into the every day, Singaporean multinational banking and financial services corporation DBS has set out to break boundaries and defy the status quo. Its latest category-defying campaign reflects its belief that customers in the modern world need a different kind of bank. A bank that is more innovative, technology and sustainability-focused, and ensures that banking is simple, fast and effortless, increasingly personalized, and seamlessly woven into everyday life.
Beyond the traditional scope of banks, DBS has always been behaving more like a startup, more like a techie, and less like a “traditional bank.”
“We want to remind people that possibilities are unlimited, and DBS aims to inspire everyone to unleash their potential,” said DBS Bank Hong Kong Head of Group Strategic Marketing and Communication Amy Wu. “We believe DBS has a higher purpose to serve Hong Kong better by being a different kind of bank. Through our focus on innovation in banking services and customer engagement, we want to enable our customers to live more, live better and bank less.”
Furthermore, DBS has set out to become an inspiration that breaks through boundaries. Following the poetic “More like ____, less like a bank” launch video, the creative social content campaign further cascades DBS’ spirit of moving beyond the traditional role of banks.
DBS demonstrates the important role of a different kind of bank by leveraging the stories of key opinion leaders who DBS has inspired to pursue a full life that extends beyond traditional roles and identities. Bridging the brand to social content, featured social influencers from across different pillars share how they have gone beyond the ordinary, stretched beyond regular social constructs and boundaries, and become better versions of themselves.
DBS also partnered with Gareth.T, a rising Hong Kong R&B singer-songwriter who makes it a point of holding an online live concert to elaborate on his personal statements. Gareth.T spoke of being inspired by the spirit of “be a different kind of ____,” using his online live concert as a medium to cascade his own way of being a different kind of singer, and encouraged others to discover their own breakthroughs.
