client: dbs bank
DBS’ goal was twofold — to reduce queues at their physical bank branches, and increase usage of the digibank app for common bank transactions.
The campaign coincided with the 2024 Coldplay and Taylor Swift concert ticket sales, and news of crazy queues at SingPost outlets.
And that sparked our insight:
Some queues are necessary, and worth it. But other queues… simply aren’t needed.
Our message to customers? Save your time for something that’s really worth the queue. Queueing at the bank isn’t it — not when you can simply digibank!
Another touchpoint for our ads was OOH banners at the physical branch itself, targeting customers already in the queue.
And what’s the one desire on the mind of anyone stuck in a long, slow queue? Obviously – to skip the queue and be first in line. Our banners showed how you can do just that, by simply tapping on digibank.
