The Great DBS Touchdown Campaign turns online banking into a fun and social activity
– an eight-month social marketing campaign to drive greater internet and mobile banking usage. The innovative campaign is part of the bank’s efforts to leverage on social media and interactive large-scale installations to further engage its customers.
The campaign features a virtual suspended Volkswagen Beetle which will lower to the ground as customers perform online banking transactions such as bank transfers, product/service applications and online shopping. A lucky draw for the car will be conducted once 30 million online transactions have been performed or on 31 Dec 2013, whichever is earlier.
DBS commissioned a 3D street painting to help drive greater awareness and social sharing of the campaign. The 15 metre by 10 metre artwork was painted on-site at Raffles City by Dutch pop-surrealist artist Leon Keer and took three days to complete. The 3D street painting will remain on display from 1 to 8 May. During this period, members of the public can take photos with the artwork and post the photos on Instagram with the hashtag #dbstouchdown to take part in the Great DBS Touchdown photo competition. Three Instagramers with the most creative photos will win up to S$300 in prizes each day.
“Traditional marketing is no longer sufficient as we reach out to today’s consumers. It has become increasingly important for organisations to engage consumers in innovative ways that encourage social sharing of products or services relevant to them and their peers. DBS is an early mover in the industry to leverage on social media and interactive installations to engage our customers. Customers also appreciate the ability to drive campaigns and to create original content which they can share with their peers. Ultimately, it is about transforming banking from a mundane task into a fun activity.” Lim Bee Bee, Head of Marketing, Consumer Banking Group Singapore, DBS Bank.
More information on the promotion is available atwww.dbs.com.sg/touchdown