Creative Execution

Leveraging viral power of cast and common bad luck travel incidents, we created a video based on insights with product features. Collaborating with HK actor Philip Keung (well-known by his nickname “Black Man”, meaning “Unlucky Man” in Cantonese), a “rewinding” effect video is produced, implicitly shows the benefits of DBS travel insurance – it can help reverse your “bad luck” during travel. Using social-friendly headline bars to highlight key offers of DBS travel insurance could immediately let netizens get the key messages while watching the video.

We gain more than 1.6M reach and 600k views for main video. Also, we have successfully driven more than 30k engagement. The engagement rate is high and able to increase the business result by more than 5% YoY.

There are three phases in this campaign including understand and preheat, present and persuade to promote and retarget. We gathered travel insights from social engagement games to understand target audience's travel "bad luck" experience. Then, we used those insights and present a full story in video format in order to increase viral power of content. After that, we re-engaged with those video viewers and drive direct application of client products.