Why is this work relevant for Creative Strategy?

A little known part of the DBS Portfolio, the Live Fresh Card was in danger of dying out during lockdown. So DBS needed an entirely new & cost-effective way to reach their core audience. By re-creating a destination that was so loved & so missed, we were able to solve a real need for connection during the lonely lockdown, whilst keeping the Live Fresh Card top of mind. Using Creative Mode on Fortnite we were able to build the iconic building on a very modest budget.

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.

The Interpretation of the Challenge (30% of vote)

The DBS Live Fresh card is unique in providing cashback on nightlife and entertainment. In light of the pandemic and the lockdown, the challenges were multi-layered: 1. Night life wasn't going to recover anytime soon. How do we deliver experiences that are relevant to their new normals? 2. Brands were all promising that 'they are here' for their consumers, how do we go beyond lip service and do something real for them? 3. Marketing budgets were frozen, in light of uncertainty of market recovery. We needed to think beyond paid media, to inject ourselves into our audience's new realities, sticking to our promise of delivering fresh entertainment experiences.

The Insight / Breakthrough Thinking (30% 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.

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 will strike a chord with the nostalgia millennials were fully embracing. Completed in 8 weeks, we launched Singapore's first virtual club: the Live Fresh Club in Fortnite. Leveraging Fortnite's cost-free creative mode, we recreated Zouk down to the very last detail by referencing original blueprints and over 150 hours of archival footage. To ensure maximum nostalgia, we meticulously reconstructed every memorable element: the iconic rooms, bathroom fountain and the infamous hot dog stand. The club also featured gameplay where players raced to collect cashback coins in the fastest time, mirroring the card's proposition. It was exactly what entertainment-starved people needed - a chance to reminisce with friends, party with loved DJs, safely from home.

The Outcome / Results (20% 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