DBS raises eyebrows with sharper eye branding campaign to take brand awareness to new heights | 繁體

Hong Kong, 03 Jun 2014 - Reflecting our successful efforts to increase awareness in the affluent segment via our Asian insights, DBS Bank (Hong Kong) Limited’s unaided brand awareness has enjoyed strong momentum, surging 67% over the past three years to a record high.

With hundreds of skilled market specialists and experienced analysts bringing our Asian insights to life everyday, DBS offers discerning customers a unique viewpoint of Asia’s opportunities through our comprehensive industry coverage and in-demand thought leadership. Recent awards and accolades recognising our proprietary research include a key win for DBS Vickers (Hong Kong) head of research Carol Wu, who was named the best analyst in Hong Kong by the Wall Street Journal in 2013. DBS Vickers (Hong Kong) also topped the Asiamoney Brokers Poll for Best Research Coverage for Small Caps in Hong Kong in 2013.

With our accomplishments in building, developing and positioning the DBS brand, DBS Hong Kong today unveiled a multipronged branding campaign for 2014 aimed at showcasing the depth and breadth of our Asian insights.

The new branding campaign was conceived and developed around the “sharper eye” focus we bring to everything we do as “The Asian Bank of Choice” for the affluent segment and kicks off today with print and TV advertisements featuring two of our well-known “sharper eye” experts.

In the advertisements, Tommy Ong, Executive Director and Head of Wealth Management Solutions of Treasury & Markets, likens our “sharper eye” focus to the transformation of the humble balloon into a high-altitude Internet connectivity tool to link people living in remote or disaster-stricken areas via a worldwide network of floating balloons.

Chris Leung, Executive Director and Senior Economist of Group Research, uses simple magnets to help illustrate how transportation and urbanisation are evolving through the development of automated or self-guided vehicles controlled by magnets.

These and other stories form the heart of an eye-catching campaign that leverages DBS Hong Kong’s thought leadership in Asian insights and Asian innovation to empower customers to make the most of Asia’s dynamic opportunities.

“Amid the increasing volatility of financial assets related to China due to intensifying reforms, customers now need greater clarity to sort through all the market news and information to decide how best to capture opportunities in the foreseeable future and beyond. We’re able to deliver that with our ‘sharper eye’ focus on Asian developments,” Tommy Ong said.

“Navigating around China’s economic, social and political landscape can be daunting. We keep our head above the clouds to see the big picture clearly with our ‘sharper eyes’,” Chris Leung said.

The campaign was devised by creative agency McCann Hong Kong and features a series of TV, outdoor, print and digital advertisements. Total advertising expenditure is “in the eight figures”.

“DBS prides itself in the Asian insights and Asian innovation we are able to bring to our customers. The strong increase in our unaided brand awareness over the years is a clear demonstration of our value proposition among the affluent segment,” Glendy Chu, Head of Group Strategic Marketing & Communications at DBS Bank (Hong Kong) Limited, said.

A Facebook game - “Asian Insights Challenge” to help reinforce our thought leadership on Asian insights and Asian innovation also launched today, with a simple and humorous trivia to test people’s knowledge of Asia. More information about our Asian insights can be found at the DBS Asian Insights weblink www.dbs.com/hk/aics.

In addition, DBS Hong Kong today unveiled LinkedIn groups about the RMB and the Shanghai Free Trade Zone to highlight the breadth and depth of our insights and our thought leadership in these areas, as well as to better engage our target audience. Featuring updated content from our in-house experts, including articles, research reports and more, the LinkedIn groups will help extend our social media presence to the world’s largest professional network.

RMB, Yuan and the Chinese currency is a group to discuss, share and explore insights about the impact of economic, policy and market conditions on the RMB and the implications of the RMB on the world economy.

China and Shanghai’s Free Trade Zone is a group to discuss, share and explore insights about the opportunities and challenges of the Shanghai Free Trade Zone and the implications of China’s reforms.

The campaign will continue through this year with additional print and TV advertisements.

To learn more about our Asian insights and to test your knowledge of Asia, play our Facebook game by scanning the following QR code:

To learn more about and join our LinkedIn group about the RMB, simply scan the following QR code:

To learn more about and join our LinkedIn group about the Shanghai Free Trade Zone, scan the following QR code:

Photo Captions:

Photo 1: Nathan Chow, Economist of Group Research, DBS Bank (Hong Kong) Limited (left) together with Tommy Ong, Executive Director and Head of Wealth Management Solutions of Treasury & Markets (middle) and Chris Leung, Executive Director and Senior Economist of Group Research (right), officiated the Kick-off Ceremony of 2014 DBS Branding Campaign.

Photo 2: Glendy Chu, Head of Group Strategic Marketing & Communications at DBS Bank (Hong Kong) Limited introduced the 2014 Branding Campaign to the media during the Kick-off Ceremony.

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About DBS
DBS - Living, Breathing Asia

DBS 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