Benjamin Li
Nov 14, 2013

DBS mates celebrity Louis Koo and WeChat for 'Black' card launch

HONG KONG - DBS has launched its new Black World MasterCard, with local film celebrity Louis Koo delivering voice messages to consumers through a WeChat-based marketing effort.

Celebrity Louis Koo lends his voice and tan.
Celebrity Louis Koo lends his voice and tan.

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.

Related Articles

Just Published

1 hour ago

S Subramanyeswar takes over as CEO at MullenLowe ...

Jaleel was chairman and group CCO while Tandon was group CEO

1 hour ago

As crypto crashes, what’s the next big Super Bowl ...

After FTX filed for bankruptcy this month, agencies are watching for emerging categories at this year’s marketing extravaganza — but they haven’t counted crypto out just yet.

1 hour ago

Twitter advertisers exit as brand safety concerns ...

Agency leaders warn that cutting resources into moderation and Musk’s own behaviour on Twitter is turning advertisers away from the platform.

1 hour ago

What we can learn from the media landscape in Japan

Steve Taylor ruminates on the built-in playfulness that Japan lends to its ad landscape