Following on from the success its last marketing efforts with DBS Spark, DBS Bank Hong Kong has unveiled a new video series that hopes to bottle the inspiration of six business leaders from across the city and encourage Hongkongers to live more and bank less.
The video stories feature unique individuals including Daniel Chong (莊偉忠), ex-CEO of department store chain YATA, serial entrepreneur Erwin Huang (黃岳永) and SK Lam, the driving force behind local creative studio AllRightsReserved.
Each video aims to speak to the bank’s larger purpose of “Making Banking Joyful” and communicate what it means to “live more, bank less”. The videos were directed by Ryan Lau, an anchor-turned-director.
Glendy Chu, executive director and head of group strategic marketing communications at DBS Bank, said the videos represent the core what the DBS brand stands for.
“Live more, bank less is about wanting to do something with your life, whether you’re in business, raising a family at home, or have a great idea on how to make the world a better place.”
The video stories kick off with Daniel Chong, whose unconventional management style while at the helm of YATA saw much success at the Japanese-themed retail group.
“I’ve been through many ups and downs in both business and in life and, through it all, my conscience, sense of humility, and earning the trust and respect of your peers have enabled me to succeed and thrive,” Chong said.
The “Live more, bank less” campaign in Hong Kong will span across YouTube, Facebook and other digital channels from today until mid-July.
Client: DBS Bank (Hong Kong) Limited
Campaign: Live more, bank less
Video production: Lauyeah Production
Social and digital content: FLIP