PROSPER MORE, WASTE LESS

Both DBS and POSB have been championing the cause of going green for a whole now. But to truly live in that selfsame spirit , how can we get both banks to come together and turn traditional rhyming couplets into a way of starting the conversation on sustainability?

BY CREATING BUZZ AROUND FESTIVE GREETINGS AND PARTNERSHIP TIDINGS.

IF CHINESE NEW YEAR VISITS SERVE AS THE BEST TIME TO GATHER AND CHAT, HOW DID WE USE THE OCCASION TO SPEAK OF WHAT TRULY MATTERS?

WE GAVE EVERYONE THE OPPORTUNITY TO TALK ABOUT GOING GREEN ON A RED-LETTER DAY.

AWARDS

Silver at Loyalty and Engagement Awards (Best Use Of Content Marketing)

GOOD THINGS COME IN PAIRS

For this campaign, we floated the idea of a first ever CNY collaboration between the two bank brands. Although DBS and POSB had been operating in as one in spirit, logistics and operations have been quite separate. A collaboration would serve the its sustainability efforts on a larger scale. How so?

The different red packet designs from both DBS and POSB are often snapped up for variety and keepsake – but many of them often end up unused. Hence, we decided to create only one red packet design set, dual-branded with both bank mascots, so it encourages customers to take only what is needed. These eco-themed red packets are environmentally friendly in more ways than one. Made of paper derived from sustainable sources, they can be easily upcycled into decorative origami lanterns and more.

GOOD THINGS COME IN PAIRS, redux

What also made a great impact was how we created double meaning for doubled sustainability. Simply by getting people to start conversations about sustainability over the festive period. As seen in the short messages in the videos, we did it through giving greetings a green meaning.

With a simple play on words, classic CNY greetings were turned into eco-themed sayings – as well as sobering reminders of why going green for the festive season has never been more important. The homophones were also translated into a series of quirky, educational, and totally eye-catching videos that would be plastered across a variety of media channels, from social media posts to DBS and POSB branch screens island-wide,