Job to Be Done
Create a new identity for the DBS Live Fresh Visa Card and communicate the card's new benefit of 6% cashback on online purchases.
The Insight
The quarter life crisis is on the rise. Millennials are bored of their nine-to-five jobs and are looking for new meaning and excitement in their lives.
The Idea
Make Live Fresh synonymous with fresh experiences and perspectives. Essentially, owning the word ‘fresh’ and giving the brand a fresh attitude!
We then positioned the 6% cashback as an enabler that allowed millennials to unlock a vast array of fresh experiences, allowing us to target groups with different interests.
The Solution
The campaign launched with a 45-second spot that ran online, in cinemas and outdoors. We also ran on OOH media channels such as MRT platform screens and bus wraps and digital banners to further amplify the reach. Live Fresh also ran an ongoing social media content calendar on its owned media - the DBS and DBS Remix Facebook pages to constantly engage the consumers on the different ways to Live Fresh before 2016 comes.
Client: DBS Bank
Creative Director: Francis Ooi
Associate Creative Director: Chris Lim
Art Director: Ferooze Tabrani
Creative Director: Francis Ooi
Associate Creative Director: Chris Lim
Art Director: Ferooze Tabrani
Copywriter: Rachel Chew
