DBS Bank Hong Kong
DBS Bank (Hong Kong) Limited is a licensed bank incorporated in Hong Kong. It is a subsidiary of DBS Bank headquartered in Singapore and it is also the seventh-largest bank in Hong Kong by total assets.
Industry | Banking & Finance
CNY Red Packet Lottery 2018
FunctionsPlatform
Game, BrandingFacebook
Number of conversationsCampaign Period
30,000+Jan to Feb 2018

CNY Red Packet Lottery 2018

As the World’s Best Digital Bank, DBS Hong Kong embraces the use of chatbot technology on its social media platform to empower its marketing strategy. Their first chatbot campaign is launched in the Chinese New Year 2018. To celebrate the beginning of the Year of the Dog, users tell the chatbot their New Year resolution and fill out the lottery form to win the beautiful red packets.

Significance

  • Work with DBS’s technical team to achieve a one-way website integration
  • Build user profile through chit-chat and multiple choice questions for future retargeting
  • Successfully given out 4,000+ red packets to participants
CNY Lucky Draw 2018
FunctionsPlatform
Game, BrandingFacebook
Number of conversationsCampaign Period
60,000+Feb 2018

After capturing significant amount of subscribers on Facebook Messenger, DBS activated CNY 2018 Campaign Phase II: CNY Lucky Draw. They have selected a wide range of prize from restaurant coupons, travel gift vouchers to iPhone X. The whole lottery process and winner announcement will be a complete chatbot experience.

Once entered into the chatbot, users will receive a gift box. To open the gift box, they need to share the gift box to at least 5 friends on Facebook Messenger. The more friends you share the gift box to, the higher chance you will win the grand prize. This sharing mechanism is called “Member-get-member” (MGM). MGM helps boost organic reach and organic users through a systematic user-sharing algorithm.

Significance

  • Effective use of MGM sharing mechanism to boost organic reach
  • Save up to 20% ads dollar for paid reach
  • ~95% of users share to more than 5 friends
iWealth App Campaign
FunctionsPlatform
Game, PromotionFacebook
Number of conversationsCampaign Period
240,000+May 2018

iWealth App Campaign

In May 2018, DBS Hong Kong launched the iWealth app with celebrity Andy Hui, famous celebrity and actor, to expand the iWealth platform to mobile devices. The digital campaign includes video content challenging consumers on their wealth management knowledge and habits and the goal is to encourage actual downloads.

“With the help of Sanuker, a game-bot was created with the aim of engaging potential audience members and guide them step-by-step towards downloading the iWealth app.” -Marketing Interactive

After watching the promotional video, consumers will be redirected to the gaming chatbot, which is a 3-question short quiz challenging consumer’s knowledge about iWealth and wealth management. Throughout the whole gaming journey, Andy Hui will introduce more about iWealth app and its functionality to the consumers with multi-media content.

DBS’s iWealth app campaign has generated over 350,000 video views and recorded over 3,000 engagement within five days since the launch.

Significance

  • Significant app downloads acquired through chatbot game
  • Collected over 50,000 engagements for the whole campaign
  • First successful case of video-first-conversation-second strategy which helps build branding and production promotion
Live More Bank Less Campaign
FunctionsPlatform
Game, Branding, CustomizationFacebook
Number of conversationsCampaign Period
510,000+Aug 2018

In 2018, DBS introduced the concept of “Live More, Bank Less”. They believe there is a lot more to explore, experience and enjoy in our everyday lives. We shoud live our life to the fullest and spend less time in wasting life. To adhere this principle of life, DBS creates banking that is fast, natural and effortless, and promote their philosophy through chatbot.

Encouraging people to find their unquie ways of living their life to the fullest, we develop a “Photo DIY” system on chatbot to allow users to customize a sharable image with their names engraved on it. Users can share their personalized live more quote on their Facebook walls or to friends within Facebook Messenger. The whole chatbot campaign consists of three short chatbot games to invite users to explore differnt ways to live more, bank less. The more you share, the higher chance you win the lottery.

Significance

  • First chatbot game in banking industry with customized image generation
  • Utilize push panel to schedule different push messages to be sent to different target groups throughout the campaign period
  • Generated over 50,000 live more quotes
CNY Red Packet O2O Campaign 2019
FunctionsPlatform
Game, Branding, Customization, O2OFacebook
Number of conversationsCampaign Period
360,000+Jan 2019

In an effort to continue the success of previous campaigns, DBS Hong Kong decided to upgrade the chatbot game into an O2O campaign: users cane generate their own Chinese couplets (“Fai Chun”) online on chatbot and then redeem physical DBS red packets offline in on-site kiosks. The launch of the red packet redemption includes strategic online advertising, influencer marketing, and social media engagement.

By answering a simple question, users will get a personalised digital “Fai Chun”, and a unique QR code that can be used to redeem a set of eight DBS red packets at special vending machines located at 1 Lan Kwai Fong in Central, K11 in Tsim Sha Tsui, and T.O.P in Mong Kok.

CNY Red Packet Lottery 2019

CNY Red Packet Lottery 2019

In addition to the red packet redemption, users can share the game with friends via Facebook Messenger, then get up to six lucky draw entries to win prizes. The lucky draw is a joint promotion with Watsons Water’s “Drops of Fun” reward programme. Customers will also receive a QR code that can be used to redeem a Watsons Water beverage at special vending machines.

Upon successful redemption, users will immediately receive a push message on Messenger chatbot to notify them they have successfully redeemed the gifts.

Significance

  • First O2O chatbot game in banking industry which successfully draw customers from online chatbot to offline vending machines
  • Achieved a 5-figure red packet redemption within the first week of launch
  • Deliver a smooth self-service user experience with the use of chatbot game and QR codes
  • API integration with vending machines team to create two-way communication within the redemption flow
CNY Lucky Draw 2019
FunctionsPlatform
Game, Branding, CustomizationFacebook
Number of conversationsCampaign Period
400,000+Jan 2019

CNY Red Packet Lottery 2019

Similar to last year’s campaign, the 2019 CNY campaign is also divided into two phases with red packet redemption in phase 1 and lottery in phase 2. In phase 2, users can participate into the lottery by customizing their own Fai Chun and sharing it to their friends. Users will get one additional lucky draw entry whenever they share to one more friend and they can get up to six lucky draw entries at maximum.

The lottery prizes include travel gift vouchers, HK Express reward-U points, RIMOWA 26” suitcase, Dyson Supersonic hairdryer and other gifts. In addition to the help of scheduling push message to invite users to participate in phase 2, the lottery chatbot helps boost organic user growth tremendously.

Significance

  • A parallel run of two chatbots on the same Facebook Page to cater two groups of inflow
  • A unique counting mechanism to keep track of the number of times of share
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