Running head: MARKETING CAMPAIGN 1

Marketing Campaign
Student’s Name
Institutional Affiliation
Today, globalization has improved customer awareness. Due to the huge competition rate
for customers, organizations need to establish marketing strategies that will help them achieve
competitive advantage. By doing so, a firm becomes better than their opponents and attracts
more customers. The essay below explains a marketing campaign developed by the DBS bank to
rove their competitive advantage over their competitors.
The DBS bank is a leading financial institution in Asia with more than 280 branches. Its
headquarters are based in Singapore. The bank provides services such as SME, corporate
banking and among others in Asia. For their 50th anniversary, the banks rebranded their tagline
and adopted a new tagline.
Campaign elements
In 2018, the bank dropped a new tagline for their marketing campaign; Live more, Bank
less. Approximately SG$30 million set aside for the campaign all over Asia. The bank began
the campaign in Singapore rolling it out across all markets. He campaigns included 10 videos
that comprised digital assets, out of home, print as well as content marketing [ CITATION Tay18 \l
1033 ]. The campaign has also been developed to meet the need of the bank’s customers.

Social media has become present in the modern world with most individuals looking for
easier and faster banking methods online. The new brand hopes to make banking more simple,
seamless and invisible so that customers will have more time to spend on people and things they
deeply care about. Moreover, it hopes to enable its customers to live a life free of hassle through
invisible banking. In 2006, the bank introduced ‘Living, Breathing Asia tagline. Since then, it
has been able to make a net profit of about $39 billion and has tripled its market capitalization.
The tagline has now been changed to. ‘Live more, Bank Less to redefine digital banking.
With the growth and development of technology, the marketing campaign needs to rely
on various channels to deliver information to the target customers. For this campaign, the bank
developed will advertise their brand through print content marketing, cinema and videos that
were widely accessible to the target customers online. Each video explained how the bank’s new
services and initiatives would assist their customers to face various facets in life such as making
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payment, managing wealth and buying cars among others. Online customers have greatly
increased. Using internet platforms to channel the message therefore is an aspect that is high
probability that customers will come across the information.
Analysis of the campaign
The bank’s campaign is likely to effectively achieve its target objective since it utilizes
various marketing and PR strategies. In terms of marketing strategies, the campaign focuses on
all its customers. The campaign is aimed at attracting all customers to online banking services. In
2018, the bank was crowned as the World’s Best Digital bank as well as the World’s best bank
for SMEs by Euromoney. To promote online banking, the firm has developed several digital
platforms and apps to cater for their client’s needs [ CITATION Ele18 \l 1033 ]. According to the
bank’s managing director, tomorrow, the current banks will look entirely different from the way
they are today. Since DBS understand the impact of technological change on banks, it has
become immersed in the digital agenda.
Segmentation in marketing involves grouping customers depending on their needs to
determine the characteristics and tendencies in the market. The characteristic is reflected in the
manner the campaign has chosen several characteristics that appeal to the target audience. To
promote the campaign, the campaign offered to provide free public rides between TsimSha Tsui
and Wachai route and Tsim Sha Tsui on 18 th August. To further appeal the customers, the bank
shared their mission and commitment on their online platforms. the bank explains that it knows
how individuals want a seamless and invisible form of banking in today’s digital age. It has
therefore spent the last few years re-imaging banking and the time has reach for customers to
receive a new kind of banking. DBS further assures their customer that the tagline is more than
just a tagline, that it is a promise they are making to their citizens.
The campaign was also well positioned. By pointing out that it is aware of the needs of
their customers, the bank directly positions itself as the most appropriate firm to revolutionize
digital banking to another level. The campaign demonstrates a bank that always walks with their
customers. The bank will be embedded in the customer’s banking journey by strongly focusing
on banking to the daily lives of customers. DBS hopes to create a bank where their customers
will transact and trade via their mobile phones. In Indonesia and India, digital banking is
branchless paperless and signatureless since the entire bank is in the phone [ CITATION Fin18 \l
1033 ]. DBS has launched cars, electricity and property that will last nine months. Therefore, any
customer who is willing to buy or sell their car can use the DBS website. By doing so, the bank
positions itself as a reliable partner to its clients. Moreover, customers are provided with insights
on how to seize better investment opportunities through DBS iWealth. Customers with DBS
Business Class will have access to the latest market trends.
The campaign also aligns with the PR strategic plan. In strategic planning the first steps
involve planning and evaluating the target market. As discussed earlier, the bank considered that
with the ubiquity off smartphones and the explosion of data, customer behavior will change and
they will require a different kind of banking. They therefore decided to come up with a
redefined online banking strategy that will enable customers to live a hassle-free life with
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invisible banking [ CITATION Jon18 \l 1033 ]. The bank also evaluated that today, people want to
live more and spend more time with those they love and care about. The simple and invisible
banking experience is therefore the right form of banking that customers are interested in.
moreover, utilizing online and print channels to reach out to the customers aligns with the
marketing strategies. Today, most customers rely on online platforms for communication
purposes. Therefore, the campaign will be able to reach a large number of audiences.
Enhancing the marketing campaign
For digital marketers, it is important to note that with increased customers, competition
has increased. Every firm is working to gain a competitive advantage over their competitors by
adopting various marketing strategies. It is however important to note that affirm needs to adopt
a more unique and improved marketing strategy. There are various strategies that could be
adopted to improve the marketing campaign. To begin with, the strategy could be improved with
more targeting. Targeting involves finding the set audience for the campaign. It could also mean
finding qualified leads for the campaign [ CITATION Jil17 \l 1033 ]. After determining the segment,
you want to reach, a firm can develop buyer personas that will define different people in the
target population. By doing so, it will be easier to determine the characteristics of the
population, their challenges, needs and preferences. By doing so, it will be easier to market to
them. Moreover, when targeting customers, it is crucial for a firm to tailor their campaigns. A
firm can research the appropriate channels that they could use to reach their target customers. In
some cases, some customers might prefer print ads while others might prefer online
advertisements.
Secondly, after the campaign has begun, it is essential to carry out evaluations so as to
study the progress of the campaign. Initiators cold be introduced to evaluate if the campaign is
working toward its objectives. Evaluation is important as it determines if additional measures
need to be introduced to improve the success of the campaign. Moreover, through evaluation, it
will be easier to identify grey areas in the campaign and correct them.
Another approach that could be applied in the campaign is trigger marketing. Trigger
marketing involves sending programs that will follow-up target customers. It is important for the
firm to know their customers, where and when to talk with them; delivering the right message to
the right people, at the right time. A firm could send emails to customers and engage them on the
progress of their service delivery. For the above campaign, trigger campaign could be used to
target customers who will use the bank’s website for services such as selling and buying cars.
Through the approach, the firm will be able to gather information of the progress of the
campaign. Moreover, it will also increase the amount of data that the customers will receive.
Through the approach, feedback about the services will be gathered. Besides, customers can
offer suggestions to the bank depending on their preferences.
Lastly, it is important to track success. Testing a campaign before launching it enables a
firm to evaluate if the project will work. Checking involves testing websites and page designs hat
will be used in the campaign. It could also mean targeting a different group or trying out new
channels. Moreover, through testing, a firm will analyze what is working for them and what is
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not. Then, it will be time to toss applications and strategies that are not working. After ensuring
that the campaign is up and running, the firm should keep tabs on the progress and keep a formal
record.
References
Bowers, J. (2017, October 26). 10 ways to improve your local marketing strategy. Retrieved
from Business.com: https://www.business.com/articles/ways-to-improve-local-
marketing/
Dickison, E. (2018, May 16). NEWSDBS drops advertising tagline ‘Living, Breathing Asia’ after
10 years. Retrieved from mumbrella Asia: https://www.mumbrella.asia/2018/05/dbs-
drops-advertising-tagline-living-breathing-asia-after-10-years
Finextra. (2018, May 17). Finextra.com. Retrieved from DBS to roll out 'Live more bank less'
rebrand as digital transformation takes hold:
https://www.finextra.com/pressarticle/73937/dbs-to-roll-out-live-more-bank-less-
rebrand-as-digital-transformation-takes-hold
Loh, J. (2018, May 16). DBS marks golden jubilee with new vision to help customers ‘live more,
bank less’. Retrieved from Businessinsider: https://www.businessinsider.sg/dbs-golden-
jubilee-new-vision-help-customers-live-more-bank-less/
Tay, V. (2018, May 5). DBS Bank drops ‘Living, Breathing Asia’ tagline in SG$30m rebrand.
Retrieved from Marketing interactive: https://www.marketing-interactive.com/dbs-bank-
changes-living-breathing-asia-tagline-to-signal-digital-evolution/