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

5 hours ago

Deliveroo reviews global ad account after shift in ...

Thea Rogers has taken over from Inés Ures to lead marketing.

6 hours ago

David Henderson is WPP's first global corporate ...

Former partner with Finsbury Glover Hering tasked with establishing a new global unit for this function.

13 hours ago

Hyundai Motor, UNDP sign sustainability pact

Korean carmaker pledges to strengthen its commitment to sustainable mobility and engage with millennial and Gen Z innovators.

16 hours ago

TikTok appoints 'Safety Advisory Council' in APAC

Council to provide recommendations to TikTok on content-moderation policies and how to address issues such as misinformation and minor safety within Asia-Pacific.