DBSMULTIPLYING YOUR MONEY

“Congratulations! Now it seems every other bank here is trying to do a version of what you have done...”

Over 5 years ago, Singapore's biggest bank had a challenge for us - to launch a new salary-crediting product and demonstrate how it had the power to grow your savings with with ease.

After an extensive branding exercise, we decided to call this product the DBS Multiplier Account. And what else multiplies rapidly, easily and without doing much?

With every campaign bunnies were popping up all over the island. And not as simple adaptations of our film, but as contextual, often intelligent assets targeting our hard-to-reach millennial audience who was soon captivated by the irresistible opportunity to multiply thier money. Bunny-fever had even spread to Spotify where we showcased bunny album artwork.

In under 3 months of our very 1st campaign launch, we had attracted over 50,000 new account openings. It also moved the needle in brand health for DBS amongst a younger audience with an uplift in brand perception and a 73% increase in positive conversations about DBS and the Multiplier account.

By the 3rd year, with interest rates riding at all time highs, the DBS Multiplier Account was outperforming most hedge funds and other private banking-grade products. So that's exactly where we went next...

“This has to be one of DBS's most successful consumer products.”