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DBS Hong Kong’s latest brand campaign underscores need for ‘different kind of bank’ in post-pandemic

Hong Kong – Consumer bank DBS in Hong Kong has launched a new regional brand campaign called ‘Be a Different Kind of Bank’, which makes clear that the bank is more like a startup, as well as more techie and eco-warrior, and less like a traditional bank. 

The campaign signals DBS’ belief that a different kind of bank is needed in a post-pandemic world. It also highlights the bank’s commitment to intensifying efforts going forward to become even more like a forward-looking tech company offering financial services and less like a conventional bank. Moreover, it will continue to up the ante on addressing sustainability issues and devoting itself to being a purpose-driven bank.

Moreover, the campaign encapsulates several aspects of how DBS embodies being a different kind of bank, which include inculcating a startup culture, where a spirit of innovation and entrepreneurship will continue to flourish, and committing to continuous innovation, where the bank seeks to ensure that banking is simple, fast and effortless, increasingly personalised, and seamlessly woven into everyday life.

Another aspect is advancing the sustainability agenda, where the bank will be supporting social enterprises and prioritising action on climate change, powering philanthropic and relief efforts.

Karen Ngui, DBS’ group head of strategic marketing and communications and DBS Foundation’s board member, shared that with COVID-19 upending economies and societies, now more than ever, they must be able to anticipate and lead change so their customers and the community at large can ‘Live more, Live better, and Bank less’. 

“By behaving more like a startup, more like a techie, more like an eco-warrior, and less like a ‘traditional’ bank, we believe we can be a bank for the times – a different kind of bank for a post-Covid world,” said Ngui. 

Aside from Hong Kong, the regional brand campaign will also be rolled out in Singapore, Mainland China, India, Indonesia, and Taiwan over the next two months.