DBS 《iGO全港首屆碌喼大賽》
First-ever suitcase race in Hong Kong
DBS Black Card, a credit card with plentiful travel benefit. To promote the card, we created a campaign with local insight to grasp public attention.
In Cantonese, the action of credit card payment is called 碌(luk1) 咭, which share the same pronunciation with the action of carrying suitcase碌(luk1) 喼.Thus, a suitcase race is created to remind people the fun of travelling. The 2-day event was a great success which achieved over 200% of the original target, with over 600 players. Players who complete the race would win 50DBS dollar and thus encouraged high rate of credit card registration.
A pre-event promotional video was made, which pay tribute to Volvo’s Epic Split. Movie star Louis Koo was filmed doing split on two luggage and introducing the split. The strong Hong Kong style humour has successfully reached nearly 1 million views. Another educational video was made featuring Koo to challenge different tasks with suitcase. The task was designed to explain the benefits of DBS Black Card. Thus, both video is interesting and functional to promote the product.
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