DBS' Bank Advertising Campaign Takes the Form of a Web Series
Laura McQuarrie — January 19, 2015 — Marketing
References: dbs & adsoftheworld
In order to build awareness of DBS in India, a unique bank advertising stunt was set up in the form of a web series. Set up on YouTube under the name 'Chili Paneer,' these webisodes tell of "love, food and possibilities" through first-person videos.
Part one of the series launched in the summer of 2014, introducing two characters who have a chance encounter at an ATM machine and quickly find that they have a shared interest in food, as well as each other.Now, season two returns, featuring more interactivity that helps viewers guide the journeys of the main characters in the series, Ken and Asha. Throughout the eight possible storylines of Chili Paneer 2, the bank plays a key role in the plot.
Part one of the series launched in the summer of 2014, introducing two characters who have a chance encounter at an ATM machine and quickly find that they have a shared interest in food, as well as each other.Now, season two returns, featuring more interactivity that helps viewers guide the journeys of the main characters in the series, Ken and Asha. Throughout the eight possible storylines of Chili Paneer 2, the bank plays a key role in the plot.
Trend Themes
1. Interactive Web Series Advertising - Creating interactive web series can be a disruptive innovation in advertising to build brand awareness.
2. Personalized Storytelling - Using personalized storytelling in advertising campaigns can be an innovative way to engage with customers.
3. Cross-industry Marketing - Collaborating with different industries to create unique marketing campaigns can be disruptive for both industries involved.
Industry Implications
1. Banking and Finance - The banking and finance industry can innovate its branding and advertising strategies by creating web series or interactive content to attract more customers.
2. Entertainment - The entertainment industry can collaborate with other industries to create web series or films that promote products or services, thus offering a new promotional channel for businesses.
3. Food and Beverage - Food and beverage industry can use creative storytelling methods in collaboration with other industries to create fun and engaging marketing content that can drive sales.
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