The card officially launched on 28 October.
Rebecca Li, head of marketing and marketing communications at DBS Hong Kong, told Campaign Asia-Pacific that the bank chose Koo for his cool image and positive personality. "He seems quite adventurous, and he also has a nice tan, which fits our product,” she said.
It's the first time the celebrity has engaged in a brand endorsement for a bank. He has recently appeared in campaigns for Samsung and PCCW in Hong Kong, as well as a wide range of other products.
To leverage Koo’s strong social-media influence, the campaign's WeChat platform will have creative elements including "emotion greeting cards" and a series of voice greetings. The effort represents the first WeChat promotion by a bank in Hong Kong, according to DBS.
Koo has recorded several voice messages that the bank will deliver to consumers using WeChat's audio-messaging function. "We don’t want to make it too hard-selling," Li said. So in addition to products, Koo speaks about "his penchant for black coffee—to sync with our black product", she added.
The campaign will include online banners on key social-media platforms including Facebook, where DBS Hong Kong has 50,000 followers. Target customers for the new card are high-net-worth consumers who love travelling, Li said.