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DBS Singapore: Digital Bank Positioning Drives Record Digibank Activations
DBS Bank Singapore
68% brand consideration among 18-35s
3.4M MRT impressions
Record digibank activations: 48K in 8 weeks
The Challenge
DBS wanted to establish digibank as the natural banking choice for Singapore's digitally native millennials and Gen Z, differentiating from traditional banks without a heavy price-promotion message.
The Solution
A sustained 8-week brand-building campaign on MRT station screens at Raffles Place, Bugis, and Jurong East, featuring real customer stories of life moments enabled by digibank, drove consistent top-of-mind presence.
The Results
68% brand consideration among 18-35s
3.4M MRT impressions
Record digibank activations: 48K in 8 weeks
"Transit OOH aligned with our digital-native audience's daily journey. The authentic storytelling creative performed significantly better than any product-feature messaging we'd tried before."
Amanda Koh, Chief Marketing Officer, DBS Singapore
Media Owners
Media Owner
SM Mall Network
Nationwide DOOH coverage across SM Malls — the Philippines' most visited shopping destinations with 300M+ annual visitors.
20 screens
View partner →
Media Owner
Pavilion Media Group
Premium mall DOOH inventory across Kuala Lumpur's Golden Triangle, including Pavilion KL and Suria KLCC.
18 screens
View partner →
Media Owner
Changi Airport Media
Exclusive digital OOH inside Changi Airport terminals — reaching millions of international and domestic travellers.
12 screens
View partner →Bundaran Hotel Indonesia Roundabout
Central Jakarta, Jakarta
From USD 1,200/week
2
screens