DBS Bank Has Boldly Changed Its Decade-Old Tagline ‘Living, Breathing Asia’

[ here to view the video in this article]

Leading Asian bank DBS has changed its ten-year advertising slogan ‘Living, Breathing Asia’ to appeal to its modern consumers.

The Singaporean-headquartered financial institution has adopted a new tagline, ‘Live more, Bank less’ to promote itself as a “simple, seamless and invisible” platform for digital banking. DBS has partnered with creative agency Tribal and production house Moviola for the S$30 million rebrand.

Coinciding with the brand’s 50th year anniversary, the new marketing campaign for the new tagline will roll out across all markets across Asia through print, cinema and a 10-part video series, starting with Singapore.

According to a video by DBS, the company plans to make “banking a joy” and will introduce institutions, individuals and communities “a lot more life with a lot less bank.”

Piyush Gupta, DBS chief executive officer, said that the company has established itself as a leader in the banking sector in Asia for the last 10 years.

To keep up with the changes in technology such as the “ubiquity of the smartphone,” mass amount of data and shared economy, customers behaviours’ have changed tremendously and they prefer new way of banking. The company has always been a priority in banking for the last few days, and it wishes to “personify and embody” banking in years to come.

DBS has also signed a three-year deal with Olympian Joseph Schooling, who will reach out to the new generation of Singaporeans to inspire them through community activities and social media.

[via Mumbrella, opening image via DBS]

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