DBS launches first NFC virtual credit card in the country

The infrastructure is led by Infocomm Development Authority of Singapore, while the supporting campaign was developed by Tribal DDB Singapore. Media planning duties were handled by MPG Singapore.

This campaign saw Singaporeans at Shaw Theatres Lido invited onto the red carpet to tap their NFC-enabled mobile phones to garner instant rewards in the form of mobile coupons.

An unsuspecting few were then surprised with the red carpet treatment. Escorted by security guards,  these ‘superstars’ were mobbed and cheered on by fans while being hounded by the paparazzi. The scenes were then captured on film and uploaded on YouTube.

Francis Ooi, creative director of Tribal DDB Singapore, said NFC technology is a relatively new concept to most Singaporeans.“Through this activation, we hope to imbue in customers a new wave of instant gratification just by the simple act of tapping with their mobile phones,” he said.

As part of the launch, the three-month campaign includes press ads, which will roll out over a period of two months. First press ad was unveiled on 19 September, while the activation event was launched last month.

“The mobile platform is a very important customer touchpoint for DBS, and we are focused on developing innovative ways to make banking-on-the-go even more intuitive for Singaporeans,” said Bee Bee Lim, head of marketing, consumer banking group Singapore at DBS Bank. “With the launch of DBS One.Tap Card, we are enhancing our customers’ experience and are bringing cashless payment in Singapore to another level.”