DBS Credit Card: Dining planners

Karen Ng, Joann Ngai and Kam Fatt Chen

Campaign details

Brand owner: Lorain Lam and Maidy Wong
Brand: DBS Bank (Hong Kong) Ltd
Agencies: creative agency DDB Group (Hong Kong); media agency OMD (Hong Kong)
Country: China
Channels used: Email marketing, Events and experiential, Games and competitions, Internet - general, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Television
Media budget: 1 - 3 million

Executive summary

Adding Three Michelin Stars to DBS's Dining Card

DBS is a tiny player in the most sophisticated retail banking market in the world, Hong Kong. At the end of 2010, DBS was fifth in top-of-mind awareness with only 4% share of voice against the top four banks (combined SOV of 50%).

Most credit-card loyalty schemes are far from inspirational these days. Unless you're a points-scheme fanatic, most people are fatigued by the mind-numbing parity amongst all the offers available.