DBS drops advertising tagline ‘Living, Breathing Asia’ after 10 years

DBS has dropped its decade-old advertising slogan ‘Living, Breathing Asia’ in a bid to plug its digital credentials with modern consumers.

The Singaporean brand yesterday revealed its new tagline ‘Live more, Bank less’, which aims to promote DBS’ “simple, seamless and invisible” digital banking.

Costing S$30 million, the multi-platform rebrand campaign was made by creative agency Tribal and production house Moviola.

The rebrand coincides with DBS’ 50th-year anniversary and will be promoted across Asia over the next two months through print, cinema, content marketing and a 10-part video series.

One video announcing the brand’s new ethos says: “[DBS] makes banking a joy” and that the company will “bring individuals, businesses and communities a lot more life with a lot less bank”

In a statement, DBS chief executive officer Piyush Gupta said: “In the last 10 years, we have successfully established ourselves as a leader in Asia banking. While we remain rooted to Asia, Asia is rapidly changing, like the rest of the world.

“With the ubiquity of the smartphone, the explosion of data and the rise of the sharing economy, customer behaviours are dramatically different from what they were before. Customers want a new kind of banking. Having made reimagining banking a priority in the last few years, we believe we are well-placed to personify and embody banking of the future.”

In addition to the campaign budget, the bank also claims it has set aside S$50 million to “strengthen its corporate social responsibility efforts” in Singapore and across Asia.

DBS’ new brand ambassador Joseph Schooling

The unveiling comes just a month after DBS signed a three-year deal with Singaporean Olympian Joseph Schooling, who will act as the face of a social media campaign aimed at inspiring young people to “forge their own paths to success”.


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