LIVE FRESH CLUB

Short List
TitleLIVE FRESH CLUB
BrandDBS
Product / ServiceLIVE FRESH
CategoryA09. Branded Games
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 Entertainment?

We knew that gaming was becoming a new way for people to connect immersively but while every brand was getting into gaming by sponsoring eSports teams and developing games that required a high level of incentivisation, we wanted to create something that was disruptive yet meaningful to the audience without over-reliance on media to get people on board in the first place. We also identified Fortnite as the most effective platform as it is device-agnostic and can be played anywhere even on your mobile that greatly increased the accessibility of the game for new players.

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

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

We knew gaming was becoming a new way for people to connect immersively but while every brand was getting into gaming by sponsoring eSports teams and developing games that required a high level of incentivisation, we wanted to create something that was disruptive yet meaningful to the audience without over-reliance on media. To keep costs low, we had to stay away from official partnerships that cost millions, but to leverage tools similar to how gamers would use it - creative modes within platforms. We identified Fortnite as the most effective platform as it's device-agnostic and can be played anywhere even on your mobile that greatly increased the accessibility of the game. By tapping into the cultural icon of Zouk and the nostalgia that is a reprieve in the height of the pandemic, we managed to create something uniquely Singaporean while staying true to the brand promise of delivering fresh experiences.

Describe the execution

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.

Describe the outcome

• 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.

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