News
2010-03-18
DBS moves into social media with Euro RSCG Hong Kong
DBS has launched a campaign to push its instant rewards scheme, Compass Dollars, incorporating social media as part of its promotions. Riding on the momentum of its Valentine's Day push on Facebook, the bank has included Facebook to its media channel mix for this campaign and currently boasts more than 8,600 fans since its launch earlier this year. The digital execution created by Pacific Link includes rolling out a Facebook game available starting today.
The marketing manager for Compass Visa said they have added Facebook to its marketing mix as they believe the social network allows them to reach out to younger consumers that television couldn't reach. The campaign themed "Find a wave - easy way to earn Compass Dollars" features local celebrity Chapman To as a high roller dressed in outlandish clothes that takes advantage of his new found wealth yet appear in a variety of everyday locations such as convenience store, coffee shop and shopping mall.
The creative developed by Euro RSCG aims to demonstrate to viewers in an amusing way how taking advantage of the Compass Dollars program can turn them into ‘tycoons.' Marky Lo, ECD for Euro RSCG Hong Kong, said the fun-loving and innovative aspects of the brand image can be vividly projected by a character with the similar qualities, hence their leverage of Chapman To's character, a narcissistic high-roller with a cheekily amusing attitude. He added they created this campaign to highlight its strong points of differentiation and be entertaining, attention-grabbing and impactful.
The campaign will air on TV, print and outdoor to drive growth among existing customers and attract new users to use its COMPASS Visa card to earn cash rebates through Compass Dollars in Hong Kong.
Read the full article here: Marketing Interactive