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HONG KONG,16 July 2018 -

Reflecting a bold positioning that embodies and personifies the future of banking, DBS Hong Kong today unveiled “Live more, Bank less”, a new brand promise that seeks to deliver banking so simple, seamless and invisible, that customers have more time to spend on the people and things they care about.

With the digital revolution, banking is being fundamentally redefined. DBS, which turns 50 today, and is newly crowned as World’s Best Digital Bank and World’s Best Bank for SMEs in 2018 by Euromoney, has spent the past few years reimagining banking, with a commitment to a new kind of banking that enables customers to live hassle-free with invisible banking, seize life’s opportunities and live larger than themselves, or “Live more, Bank less”. To “Live more”, DBS staff will each receive a SG$500 (HK$3,000) bonus this month as part of the bank’s 50th anniversary celebrations.

As part of the new brand promise, DBS Hong Kong is kicking off the inaugural “Live more” day by offering the public free rides on the two Star Ferry routes running between Tsim Sha Tsui and Central, and Tsim Sha Tsui and Wan Chai, for the entire day on Saturday 18 August. In collaboration with Swire Properties, lunchtime busking sessions at Taikoo Place under the PROJECT AFTER 6: Busking initiative are planned for September and October to help talented office professionals in Hong Kong fulfill their musical aspirations, and foster community joy and happiness.

Live hassle-free with invisible banking

Recognising that people’s lives don’t revolve around banking is at the heart of the bank’s digital transformation. This is reflected in our successful efforts to make banking invisible by transforming banking into a truly joyful customer experience. From our pioneering virtual reality DBS Home360 app for a seamless home buying process, and the power of personalised virtual banking at your fingertips via digibank, DBS Omni and DBS Remit, to our groundbreaking “Meet Online” Business Account Opening Service for SMEs in Hong Kong to easily open DBS business accounts without ever having to set foot in the bank’s branches, and more, our customer-centred design approach to a seamless, efficient and intuitive customer experience will help ensure we remain at the forefront of banking.

Since 2016, DBS Hong Kong’s digital initiatives have so far saved an estimated 40 million hours in customer time, which works out to more than 4,600 years.

Ajay Mathur, Managing Director and Head of Consumer Banking Group & Wealth Management of DBS Bank (Hong Kong), said, “We believe that banks tomorrow will look fundamentally different from banks today. That’s why we are deeply immersed in the digital agenda, whether it is changing the culture and mindsets of our people, re-architecting our technology infrastructure, or leveraging big data to make banking simple and seamless for customers. The fact that the bank’s digital initiatives helped our customers spend the equivalent of over 4,600 years on the things and people they care about is amazing, and shows we are truly making banking joyful and enabling our customers to ‘live more, bank less’.”

Seize life’s opportunities

Life is short, and time is money, especially given the breakneck pace things happen in Hong Kong. DBS Hong Kong’s continued investments in innovation and digital banking show our commitment to staying relevant to the changing needs of our customers, who are spending more time online and on their smartphones. With DBS iWealth, customers have access to sophisticated portfolio and performance analysis, as well as curated research and investment insights, at their fingertips, while DBS BusinessClass helps SMEs leverage a wide range of business opportunities by connecting them with a knowledgeable community of Asia’s business leaders, including venture capitalists and industry peers. Corporate customers can also take advantage of the real-time capabilities of DBS IDEAL RAPID, or Real-time API by DBS, which provides instantaneous transactions, as well as DBS Treasury Prism, the world’s first online treasury and cash management simulation tool, and more, to better seize life’s opportunities.

Alex Cheung, Managing Director and Head of Institutional Banking Group of DBS Bank (Hong Kong), said, “As a leader in SME banking, we make it a priority to reimagine banking, seamlessly weave banking into the customer’s everyday life by being part of their ecosystem, and provide SMEs with the tools to help them grow their business. In doing so, we hope they can better manage their business, make more informed decisions, and ‘live more, bank less’.”

Live larger than yourself

In addition to embedding banking in the daily lives of customers, “Live more, Bank less” is about enabling people to live larger than themselves, so they can spend time on the people and things they care about. As pervasive as digital innovation is in the bank, sustainability has been at the core of our purpose-driven DNA. This involves providing responsible banking, creating social impact by giving back to the community through the bank, as well as doing our part for the environment and combating climate change.

DBS Hong Kong is the first bank to provide a step-up fund to support the sustainable development of social enterprises in the city. We believe nurturing self-sustaining businesses that creatively and effectively address social needs, is our way of addressing the myriad social challenges associated with a rapidly-growing community in Hong Kong. So far, we have funded and supported over 50 social enterprises in Hong Kong, including nine our senior executives are currently mentoring. With DBS Hong Kong’s resources, funding and mentor support, and expertise in serving the SME sector, we help enhance the commercial viability of social enterprises while maximising their social impact.

To encourage DBS staff to live larger than themselves and give back to the local communities, at least 50 People of Purpose volunteering initiatives are planned for the month of July across DBS’ markets, including six volunteering initiatives in Hong Kong. All the volunteering initiatives are focused on active ageing, education and the environment, to help address pressing issues in Asia, and are supported by our charity partners and social enterprises.

Glendy Chu, Head of Group Strategic Marketing & Communications at DBS Bank (Hong Kong) Limited, said, “‘Live more, Bank less’ characterises the way DBS works. It is about aspiring to do something purposeful with your life, whether you're in business, raising a family at home, or have a great idea on how to make the world a better place. At DBS, we believe you want to live life to the fullest and you want simple, smart and innovative banking services and products that enable that. People don’t bank to transact. They bank because they want to get the most out of life.”

The launch of the new “Live more, Bank less” brand promise in Hong Kong will also include strategic out-of-home and online advertising, influencer marketing, social media engagement, and more.


Photo Captions

Photo 1: (From left to right) Ajay Mathur, Managing Director and Head of Consumer Banking Group and Wealth Management, Glendy Chu, Head of Group Strategic Marketing & Communications and Alex Cheung, Managing Director, Head of Institutional Banking Group, of DBS Bank (Hong Kong) Limited, kicked off the launch of “Live more, Bank less” campaign in Hong Kong and shared the digital roadmap and achievement of DBS Hong Kong on the DBS 50th anniversary today (16 July).

Photo 2-3: As part of the new brand promise, DBS Hong Kong is kicking off the inaugural “Live more” day by offering the public free rides on the two Star Ferry routes running between Tsim Sha Tsui and Central, and Tsim Sha Tsui and Wan Chai, for the entire day on Saturday 18 August.   

Photo 4-5: Examples of other out-of-home advertisement with the new bold brand promise of “Live more, Bank less”.

About DBS

DBS is a leading financial services group in Asia, with over 280 branches across 18 markets. Headquartered and listed in Singapore, DBS has a growing presence in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank's "AA-" and "Aa1" credit ratings are among the highest in the world.

DBS is at the forefront of leveraging digital technology to shape the future of banking, and has been named “World’s Best Digital Bank” by Euromoney. The bank has also been recognised for its leadership in the region, having been named “Asia’s Best Bank” by several publications including The Banker, Global Finance, IFR Asia and Euromoney since 2012. In addition, the bank has been named “Safest Bank in Asia” by Global Finance for nine consecutive years from 2009 to 2017.

DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets. DBS is committed to building lasting relationships with customers, and positively impacting communities through supporting social enterprises, as it banks the Asian way. It has also established a SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia.

With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. The bank acknowledges the passion, commitment and can-do spirit in all of our 26,000 staff, representing over 40 nationalities. For more information, please visit www.dbs.com.

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