LIVE FRESH CLUB

TitleLIVE FRESH CLUB
BrandDBS
Product / ServiceLIVE FRESH
CategoryG08. Market Disruption
EntrantTHE SECRET LITTLE AGENCY Singapore, SINGAPORE
Idea Creation THE SECRET LITTLE AGENCY Singapore, SINGAPORE
Production THE SECRET LITTLE AGENCY Singapore, SINGAPORE

Credits

Name Company Position
The Secret Little Agency TSLA The Secret Little Agency Creative Agency

Why is this work relevant for Brand Experience & Activation?

For the DBS Live Fresh product, it was literally adapt or die as entertainment spending hit an all time low in Lockdown. We honed in on a deeply cherished local icon of good times past to demonstrate to our consumers that we understood more than most, the good times they were missing. A first for the brand, we entered the gaming world in a big way by creating Singapore's first virtual club. Whilst are competitors all said they were here for their customers, we put showed them by anticipating & re-building an online space for the New Normal.

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 Zouk's 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 how disruption in your market place inspired the work

A credit card designed for nightlife during a long nationwide lockdown, was at risk of total disruption. It was imperative for the brand to bring the experience into a different space to remain relevant - one where the brand's audience were already hanging out in organically. It was a world first for a bank to enter the gaming world so immersively, and to create a new space for its audience during a difficult time. This experience redefined our customers' expectations of how their bank could support them in times of need.

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