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DBS Bank
Naughty or Nice?

RAN IN: Singapore

CLIENT
DBS Bank Ltd

Lim Bee Bee/Executive Director/DBS Bank Ltd

AGENCY
DDB Group *Lead Agency

Neil Johnson/ Chairman/ DDB Group
Chris Chiu/ Group Chief Creative Office/ DDB Group
Chris Lim/ Creative Director/ DDB Group
Vincent Lee/Creative Group Head/DDB Group
Elmy Thong/Senior Art Director/DDB Group
Ivan Yeh/Art Director/DDB Group
Joshua Lee/Managing Partner/DDB Group
Rosanne Luo/Group Account Director/DDB Group
Cheryl Loh/Account Director/DDB Group


Performics *Lead Agency


SUMMARY

Christmas isn’t a jolly season. It’s a dog fight. DBS Cards wanted to get a generous slice of card spend, especially in shopping and gifting. But with a traditional promo budget, we had to do something subversive: Usurp the category and the whole notion of selfless Christmas giving. Let the competition be nice and cosy, let us be a little naughty and competitive. It produced last year’s surprising Christmas winner- with over a million unique video views and 23% YOY card spend increase. How’s that for a jolly Christmas?

CASE STUDY

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CASE VIDEO


Classification: National

Language: English