Why is this work relevant for Brand Experience & Activation?

Through audience monitoring we saw that Singaporean millennials were leaning into nostalgia as a pandemic coping mechanism. We saw #throwback hit an all-time high as our audiences pined for experiences lost. So, we designed the perfect experience to support their lockdown loneliness - a fully immersive blast from the past.

Background

DBS Live Fresh card is the cashback credit card for Singaporean millennials, aiming to unlock new and exciting experiences. With a huge emphasis on entertainment, the pandemic and the subsequent shutting down of nightlife in Singapore took a huge toll on the card’s relevance in our audience’s lives. Recognising that the situation wasn't likely to improve anytime soon, we needed to find new and exciting ways to keep nightlife alive, all while keeping to a limited budget.

Describe the creative idea (20% of vote)

To keep nightlife alive we revived the greatest icon of clubbing history. Zouk was home to many global DJs but more importantly, it's a rite of passage for Singaporeans' coming of age story, one that struck a chord with the rising needs of nostalgia millennials. Completed in 8 weeks, we launched Singapore's first virtual club: the Live Fresh Club in Fortnite. Central to the experience was our audience's memories - Zouk had been a canvas for everybody's 20s and so it was essential that the design allowed people to relive their best times all over again. It was exactly what entertainment-starved people needed during the pandemic - a chance to reminisce with friends, party with their favourite DJs, all from the safety of home.

Describe the strategy (20% of vote)

In the height of lockdown, we observed that gaming quickly became an alternative for people to connect virtually. We started monitoring our audiences closely and saw that Singaporean millennials were leaning into nostalgia as a pandemic coping mechanism. Using social listening and Google trends, we saw #throwback hit an all time high as our audiences pined for experiences lost. Behaviorally, they were exploring new outlets to satisfy their party cravings with channels such as Twitch and Houseparty. So to remain relevant, we needed to give our audiences a place that reminded them that nightlife wasn't over.

Describe the execution (30% of vote)

By referencing original blueprints and over 150 hours of archival footage we re-built Zouk in Fortnite's cost-free creative mode. To ensure maximum nostalgia, we meticulously reconstructed every memorable element: the iconic rooms, bathroom fountain and the infamous hot dog stand. We invited a whole host of Zouks former legends to experience the club & invite their friends. To increase replay value, the club featured gameplay where players raced to collect cashback coins in the fastest time, mirroring the card's proposition. To keep things fresh, they could even sabotage each other using non-violent weapons like Boogie Bombs and Impulse Grenades.

List the results (30% of vote)

• More than 118k in social engagement, 12% increase in card applications and 12.3% increase in card usage without any paid media investment. • Over $1.5 million worth of earned media in the form of editorial coverage by key publications. • Unlocked a new category of spend that other major credit cards weren’t playing in. • Pivoted from traditional marketing to embed ourselves in the lives of our target audience in a culturally relevant way. • Signalled the card’s proposition to a completely new audience segment for DBS i.e. gamers.

Please tell us about the cultural insight that inspired the work

Zouk Singapore opened in 1991 and became one of the most iconic clubs in the world. Over its 25-year run, the legendary club was named one of the top 10 clubs in the world and hosted international DJs like Tiesto, Fatboy Slim, Carl Cox, Avicii, Hardwell, Armin van Buuren and many more. More importantly, it was a rite of passage for every Singaporean, home to their first kisses, 18th birthdays, and epic memories. When it relocated from its famous spot along the Singapore river in 2016, it left Singaporeans empty and heartbroken. Then, life came to a standstill with the pandemic. Bars and clubs were shut. When most entertainment in Singapore comprises nightlife, people were looking for new ways to socialise. Inspired to build on the indelible memories of Singaporean milllenials with Zouk, we created Live Fresh Club - where they could relive their days of IRL clubbing at home.