Page 53 - HKMA 2020 Awards Souvenir Programme

Merit Award

“Banking Unplugged by DBS Groundbreaking Innovation – iWealth app”
DBS Bank (Hong Kong) Limited

DBS has always been at the forefront of leading digital disruption.

In November 2019, DBS launched the first fully virtual wealth management account opening function on DBS iWealth® app in
Hong Kong, allowing its target customers to open both “Multi-Currency Savings & Wealth Management Account” digitally via
mobile in 10 minutes. It is set to take them into a new way of banking. Customers can manage their wealth digitally through the
elevated iWealth® app while experiencing a “phygital” banking service with relationship managers, branch services on the ground
and accessing its advanced digital banking platform – that’s the unique competitive edge.

The campaign was built from an in-depth value propositions study, detailed market research and market sizing to a conjoint study
which derived the optimum offer with relevant features to maximize customer acquisition. The insights allowed DBS to be sharply
targeted and resonate well with its target audience’s needs.

It was brought to life by Louis Koo, who had long established a strong association with DBS. As a successful actor and entrepreneur,
he is a perfect match with DBS value proposition of “Intelligent wealth management that keeps you ahead”. To illustrate “Phygital
Banking” in its Big Idea, it boldly transformed popular actress, Jessica Hsuan, into an AI hologram, highlighting the future of bank-
ing is here.

The campaign hit the market with a big bang through a fully integrated multimedia strategy that built high reach and frequency
via print, FinTech KOL collaboration, MTR platform video, billboard displays, innovative performance marketing and digital buy.
It was also the first advertiser in Hong Kong to install a life-size hologram in an outdoor environment, showcasing Jessica Hsuan
inviting passersby to download iWealth® at the most high-traffic Causeway Bay area.

The campaign uplifted its overall brand awareness, exceeded business KPI and increased customers’ digital adoption. DBS will
continue elevating its digital offerings and solidifying its “World’s Best Digital Bank” position with disruptive FinTech innovations.

Comments from the Judges:
It was commended as a pioneering and digital-savvy campaign. By re-inventing the iWealth mobile app with biometric recognition
and state-of-the-art digital security, the campaign enabled DBS to develop a new disruptive business model, which has changed
the rule of game of the traditional wealth management industry.

The brilliant selection of iconic superstars Louis Koo and Jessica Husan in the campaign teaser was proven to be effective in drawing
attention from the media and the general public to the launch of the app. The wise use of technologies such as hologram and AR
in the launch event also amplified the Bank’s digital leadership. Together with a multimedia strategy, the message of “Live More,
Bank Less” was communicated to audience in a novel and long-lasting way.

Despite the fierce competition in the industry, this campaign has delivered promising results in terms of brand familiarity and
digital adoption of investment transactions with the mobile app. DBS has truly embedded “Phygital” into everyday banking and
transformed the way customers experience wealth management and banking.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Dentsu Hong Kong
2. OMD Hong Kong

51HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2020