DBS first laid claim on its ambitions to become a leading Asian bank with the “Living, Breathing Asia” positioning almost a decade ago. Subsequently DBS' growth and successes gave rise to numerous accolades as a regional banking leader and recognition as “Asia’s safest, Asia’s best”. As the bank continues to grow from strength to strength, the new campaign marks the next natural phase of DBS' brand journey.
Its new campaign “Igniting Possibilities, Sparking Joy” reflects the bank’s 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.
The campaign marks a challenge to the industry status quo, where perceptions of banking as being staid and sometimes tedious prevail. Its series of print, broadcast, digital and social media and out of home advertising depart from industry-speak. Instead, the bank adopts a conversational tone of voice, reflects how simple and easy it is to use the bank's products and expresses an understanding of the joy one experiences when accomplishing what one sets out to do.
The symbol that ties these ideas together, goes back to the heart of DBS and is the “spark” represented by the white star within the bank’s four leaf clover logo.
Said Karen Ngui, Managing Director and Head, Group Strategic Marketing & Communications, DBS, "The spark has always been a part of our DBS DNA, and this brand campaign celebrates the spark within us; our legacy, our potential, as well as our belief that we can create impact beyond banking and change lives for the better.”
Ngui added, “Strong brands have moved away from the edict of just delivering on a promise, to also being driven by a purpose. We are a bank that proudly lives and breathes Asia, and as we embody the dynamism of new Asia, our outlook is decidedly ‘un-bank’. Much more than a brand campaign, ‘Igniting Possibilities, Sparking Joy’ represents what we stand for. It connects us with our colleagues, customers and the community at large and celebrates special moments and achievements in their lives.”
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.
Throughout the year, a slew of innovative marketing initiatives large and small will be rolled out. For starters, the bank will introduce an iWealth IQ quiz as well as fun and engaging DBS PayLah! initiatives shortly. All initiatives are designed to connect with our customers and inject fun into the campaign.
In conjunction with SG50, the bank announced the establishment of a SGD 50 million Foundation to give back to the community, be more inclusive and to help nurture and develop social entrepreneurship in Singapore and across Asia in February this year.
DBS is also a proud sponsor of SEA Games 2015, which will give the nation’s athletes the opportunity to pursue their SEA Games ambitions on home ground and for the nation, the opportunity to celebrate the extraordinary.
To herald the rejuvenation and modernisation of two iconic 'national' buildings, earlier this year the bank made a gift of SGD 25 million to the new National Gallery Singapore, which will open its doors next year as part of the country's jubilee celebrations.
DBS is ranked most valuable brand in Singapore by Brand Finance for the second consecutive year, with a brand value of USD 4.01 billion, the highest in Singapore, ahead of Singapore Airlines.
For more information, visit: www.dbs.com/spark. For the full presentation, click here.
To view the "Igniting Possibilities, Sparking Joy" video, please visit http://youtu.be/k2kqnQseycY.
Karen Ngui shares how DBS has helped sparked development in Singapore and continues to ignite possibilities.
DBS’ mascots, Xing and Jaan, spreading joy around the Bay.
Sparking fun around the waters of Marina Bay for more than 7,500 people.
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About DBSDBS - Living, Breathing AsiaDBS is a leading financial services group in Asia, with over 250 branches across 17 markets. Headquartered and listed in Singapore, DBS has a growing presence in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank's capital position, as well as "AA-" and "Aa1" credit ratings, is among the highest in Asia-Pacific. DBS has been recognised for its leadership in the region, having been named “Asia’s Best Bank” by The Banker, a member of the Financial Times group, and “Best Bank in Asia-Pacific” by Global Finance. The bank has also been named “Safest Bank in Asia” by Global Finance for six consecutive years from 2009 to 2014.
DBS provides a full range of services in consumer, SME and corporate banking activities across Asia. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets. These market insights and regional connectivity have helped to drive the bank’s growth as it sets out to be the Asian bank of choice. DBS is committed to building lasting relationships with customers, and positively impacting communities through supporting social enterprises, as it banks the Asian way. It has also established a SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia.
With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. The bank acknowledges the passion, commitment and can-do spirit in all of our 21,000 staff, representing over 30 nationalities. For more information, please visit www.dbs.com
