The Spark

In 2023, DBS Bank faced a major service disruption that impacted its digital services and ATMs, leaving 2.5 million transactions incomplete. The incident damaged customer trust, leading to regulatory scrutiny and penalties from the Singapore government. This event left the bank navigating a challenging period of public scepticism. To regain trust, DBS needed to demonstrate transparency, resilience, and an unwavering commitment to its customers. 

The Idea

Trust Your Spark wasn’t just a campaign, it was a promise. A promise to show that DBS had learned from the past and emerged stronger, ready to champion the dreams of its customers.
 

We tapped into the universal truth that everyone has a spark—an ambition, a goal, a purpose—and positioned DBS as the trusted partner that helps people turn that spark into something extraordinary. Through authentic stories, transformative tools, and a commitment to transparency, we didn’t just rebuild trust; we redefined it.

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The campaign was launched progressively from June 2024 across key markets, including Singapore, China, Hong Kong, India, Indonesia, and Taiwan.