In its latest integrated brand campaign, DBS Bank continues to challenge traditional banking notions with its “Live more, Bank less” initiative, this time focusing on Hong Kong. This citywide campaign strives to convey a simple message: banking with DBS is so straightforward, efficient, and unobtrusive that customers can spend more time on what truly matters in their lives.
DBS aims to encourage audiences to cultivate their happiness by celebrating everyday life and incorporating joyful rituals into mundane activities. The campaign initiates with a thematic video featuring a series of vignettes. Each vignette illustrates how individuals embody the “Live more” ethos, transforming seemingly ordinary moments into extraordinary ones.
Among the characters in the video are a couple announcing their unborn baby’s gender in a party, a young woman spending quality time with her cat, a family dressed in coordinated outfits for their vacation, and a man creating a comprehensive map of all the playground swings across Hong Kong.
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These stories intend to remind the audience that genuine happiness isn’t solely about significant milestones. Instead, it also lies in cherishing life’s simplest pleasures. The campaign roots in a universal insight that motivates people to live their lives to the fullest by relishing everyday moments. DBS believes that by focusing on their passions, individuals can lead a more meaningful and joyous life, ultimately leading to fulfillment and happiness.
DBS leverages various promotional mediums, including a thematic video and outdoor advertising at the Kimberly Centre at Causeway Bay. The “Live More Show” activation also invites people to share their “Live More” moments through photos or videos. Selected submissions will be showcased on a giant video wall in Causeway Bay, stimulating inspiration amongst the public.
“‘Live more, Bank less’ is not merely a brand campaign. It represents a paradigm shift that empowers people to concentrate on what genuinely matters in their lives – their aspirations, dreams, loved ones, and the small moments of joy that make life worth living,” said Amy Wu, executive director and head of group strategic marketing and communications at DBS Bank Hong Kong.
Last year, DBS made headlines with its regional campaign that reflected its belief in behaving more like a startup, a tech firm, an eco-warrior, and less like a “traditional” bank. This campaign reinforced what DBS aspires to represent and aimed to redefine what it means to be a bank.
