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HONG KONG,27 September 2016 -

With the overwhelming success of DBS’ industry-first Sparks mini-series, which launched earlier this year with three episodes that were viewed more than 12 million times, DBS continues to reinvent and disrupt the industry with the latest Sparks installment in what is the first and longest-running mini-series by a bank about banking and bankers.

Inspired by a true story, Sparks reflects DBS’ commitment of “Making banking joyful” and helping customers “Live more, bank less”. Sparks tells the story of a group of dynamic young DBS bankers as they challenge the status quo to go above and beyond when solving customers’ challenges. This is the commitment DBS brings to integrating banking seamlessly with customers’ everyday lives, and to go the extra mile so they can achieve their dreams and get more out of life. Through this mini-series, DBS hopes to convey the true meaning of banking, and to challenge the perception that banking is only about transactions.

Glendy Chu, Head of Group Strategic Marketing & Communications at DBS Bank (Hong Kong) Limited, said, “As DBS Hong Kong continues to embrace innovation and digital banking, our branding and marketing strategy reflects this creativity in sparking conversations and meaningful experiences. Sparks is one of the ways we are disrupting the industry with digitally oriented content marketing. Sparks speaks to our customers in a relatable manner, and captures that sense of mission, of being easy to deal with and of being trustworthy, that characterises the way DBS works.”

Royce Teo, Managing Director and Head of Consumer Banking Group and Wealth Management, Hong Kong, at DBS Bank (Hong Kong) Limited, said, “At DBS Hong Kong, the customer journey doesn't end with a transaction. It spans the entire customer lifetime, and at every step of the way. The key to successful relationships is to get to know our customers and to treat everyone as an individual. This also helps the entire DBS team feel connected to the customer, no matter what their job. The customer has emotional and rational needs and desires. People don’t bank to transact. They bank because they want to get the most out of life.”

The mini-series can be viewed at www.dbs.com/sparks as well as on Facebook and YouTube. In Hong Kong, it is supported by a TVC and an interactive digital campaign. We will leverage traditional media and the TVC to reach multi-screen users and engage them via digital channels.

From today, the public is also invited to play our “Watch to Win” game for a chance to win fantastic prizes.

Sparks is directed by renowned director David Tsui and produced by DBS. Shot on location in Hong Kong, including at various DBS Hong Kong premises, the mini-series follows a group of dynamic DBS bankers. They include Claire Lee, played by Hong Kong model Jamie Ha, and her colleague and love interest, a cocky Oxford-educated Jasper Wu, portrayed by singer James Yang. Their superiors are played by Adrian Pang, a veteran actor from Singapore, and actress Maeve Flood-Murphy. Also playing DBS bankers are Nick English, an actor and martial artist, and Aanchal Wadhwani, a fashion designer cum photographer and actress.

Other prominent actors also feature in the cast, including Hong Kong actor Michael Wong and US-born model Samantha Staynings.

As a bank born and bred in Asia, DBS believes in the importance of establishing relationships that provide continuity and stability in an evolving business environment. This is reflected in the long-standing recognition of DBS’ leadership in Hong Kong and across the region and globally. DBS was recently named “World’s Best Digital Bank” by Euromoney. The bank was conferred “Asia’s Best Bank” by The Banker and Euromoney, and “Asian Bank of the Year” by IFR Asia. The bank has also been named “Safest Bank in Asia” by Global Finance for eight consecutive years from 2009 to 2016. DBS Hong Kong was also recognised as “Best Wealth Manager, Hong Kong” at The Asset Triple A Private Banking, Wealth Management and Investment Awards 2016.

To enjoy the Sparks mini-series, please visit www.dbs.com/sparks.

Photo Captions

Photo 1: Royce Teo, Managing Director and Head of Consumer Banking Group and Wealth Management, Hong Kong, at DBS Bank (Hong Kong) Limited, said at the press conference, “At DBS Hong Kong, the customer journey doesn't end with a transaction. It spans the entire customer lifetime, and at every step of the way. The key to successful relationships is to get to know our customers and to treat everyone as an individual. This also helps the entire DBS team feel connected to the customer, no matter what their job. The customer has emotional and rational needs and desires. People don’t bank to transact. They bank because they want to get the most out of life.”

Photo 2: Glendy Chu, Head of Group Strategic Marketing & Communications at DBS Bank (Hong Kong) Limited, said at the press conference, “As DBS Hong Kong continues to embrace innovation and digital banking, our branding and marketing strategy reflects this creativity in sparking conversations and meaningful experiences. Sparks is one of the ways we are disrupting the industry with digitally oriented content marketing. Sparks speaks to our customers in a relatable manner, and captures that sense of mission, of being easy to deal with and of being trustworthy, that characterises the way DBS works.”

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About DBS
DBS - Living, Breathing Asia
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 capital position, as well as "AA-" and "Aa1" credit ratings, is among the highest in Asia-Pacific.

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 conferred “Asia’s Best Bank” by The Banker and Euromoney, and “Asian Bank of the Year” by IFR Asia. The bank has also been named “Safest Bank in Asia” by Global Finance for eight consecutive years from 2009 to 2016.

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 22,000 staff, representing over 40 nationalities. For more information, please visit www.dbs.com.

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