IAB HK Digital Awards 2024: Best Use of Performance Marketing - BRONZE (DBS Online Business Account Opening Upgrade Lead Generation Campaign)

Campaign: DBS Online Business Account Opening Upgrade Lead Generation Campaign

Brand: DBS SME Banking

Agency: FABCOM

Challenges & Objectives

Challenges

• Overcoming limited targeting options to reach high-value audiences.
• Standing out in a competitive market with entrenched players.

Objectives

• Awareness: Cement "Largest Bank in SEA" positioning.
• Consideration: Use data to attract and understand potential customers.
• Conversion: Drive scalable lead generation.

Insight and Strategy

Effective Audience Engagement through Data Driven and Customized Communication Strategies

• Data: Understanding core and potential audience profile with analytic tools
• Media: Reaching our audience through various media touchpoints by leveraging 1st, 2nd and 3rd party data
• Creative: Using customized & winning creatives to communicate with our audience

Execution

Integrated Media Mix & Funnel Strategy

• Awareness & Consideration Stage (Prospecting – 70%)
  • Maximize reach among target audiences using data-driven targeting.
  • Target Audience:
    • Startups
    • SMEs
    • Online Retailers
    • Electronic Sellers
• Data Sources:
  • 2nd Party Data: Price.com, Carousell, etc.
  • 3rd Party Data: Factual, Ogury, etc.
• Conversion Stage (Retargeting - 30%)
  • Re-engage high-intent users to drive conversions.
  • Filter matrix:
    • Clicked on Buttons                                       
    • Stayed on page >10 Secs
    • Recency: 1 , 2-7, 8-14, 15-30 Days…  
    • Abandoned registration form 

360° Media & Creative Strategy: Driving Seamless Consumer Engagement

• Cross-Channel Creative Optimization
  • A/B Testing: Continuously refine messaging and creative elements.
  • Winning Creative Amplification: Scale high-performing creatives across all channels.
• YouTube Ad Sequencing
  • Strategic Storytelling: Guide users through a structured narrative with sequenced video ads.
• Publisher-Aligned Consumer Journeys
  • Leveraged publisher credibility.
  • Delivered a seamless, high-impact user journey.
• Offline-to-Online (O2O) Integration
  • PDOOH Synergy: Bridge physical and digital touchpoints by retargeting PDOOH audiences online.

Innovation

Precision Targeting

• Audience: C-level executives from China-based companies
• Method:
  • Multi-sourced data + pDOOH advertising at HKIA (Hong Kong International Airport)
  • Focused on arrivals from GBA (Greater Bay Area) & Shanghai

Data-Driven Retargeting

• UID2.0 Integration: Leveraged 1st-party data for accuracy & privacy compliance
• Dynamic Bidding: Adjusted bids based on funnel depth, recency, and online behavior

Smart Bidding Optimization

• Value-Based Bidding:
  • Prioritized high-quality leads
  • Maximized conversion efficiency

Results

• 16% lift in brand awareness
• 9% increase in associating ‘DBS’ with ‘Largest Bank in SEA’
• 45% reduction in cost per account opening (China market)
• 57% growth in brand search volume

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