Advertising /
Digital Marketing /
Communications /
Digital Imaging /
Copywriting /
Financial Services
2021
DBS
SME Banking
Merlin Campaign
In Singapore’s business banking landscape, there has been an increase in the number of digital banking offerings, leaving business owners spoilt for choice. Furthermore, the industry is characterised by generic and formal messaging with a lack of creative expression. DBS SME Banking saw this as an opportunity to take a more bold and modern approach to reaching SMEs and establish the brand as the leading digital bank for business owners. The first part of this refreshed approach was the launch of the Merlin Campaign, which focused on the marketing materials for two products: telegraphic transfers and foreign exchange. More specifically, DBS SME Banking wanted to improve engagement with its existing clients.
With the Merlin Campaign, we took a radically different approach, putting out engaging and disruptive creatives to test the response of the SMEs. The results speak for themselves with the significant increase in CTR, which underlines that by pivoting the bank’s creative approach, there is great opportunity for DBS SME Banking to engage more with their clients.
The Merlin Campaign was successful in driving change and won the Marketing Excellence Awards 2021 in Excellence in B2B Marketing.
*Images above contains a mix of some of the publicised and unpublicised ideas.