DBS sends Chinese New Year greetings through interactive brand experience

With Chinese New Year fast approaching, DBS sends its greeting to Hong Kong people through two iconic mascots, known as ‘Children of Asia’, who will interact with consumers on the streets of the city.

Meanwhile, the giant LCD screen shows a red packet with a QR code that consumers are encouraged to capture. This leads to Facebook, where consumers can share the New Year greeting. Users can also download an e-coupon to redeem a mobile phone case featuring pictures of the mascots. 

“Banks now have to come up with new and creative ways to maximise the marketing value of the precious panel space, beyond conventional branding and product advertising,” said Rebecca Li, senior vice-president of marketing and marketing communications, consumer banking, at DBS. “We leveraged on a small-scale localised campaign idea and grew it into social media and guerrilla marketing to create a viral engagement with a much bigger community."

The “lifestyle execution" extends the one-way information display into an engaging activity for customers, "driving more people to visit our branch and modernising brand preference for DBS,” she added.