The Scent of Money ๐ต
Market:
Singapore
My Role:
Conceptualisation
Copywriting
Cultural Background:
Receiving Ang Baos aka red packets is a tradition many look forward to during the Lunar New Year. As Southeast Asiaโs largest digital bank, DBS created QR Ang Baos as an ode to that.
Objective:
Get people to use DBS QR Ang Baos during Lunar New Year.
Approach:
People werenโt using DBS QR Ang Baos because it lacked feeling. In particular, the feeling of huat โ a Hokkien expression of the Chinese word โ็ผโ (fฤ) that means โprosperityโ.
To evoke that feeling, we made a perfume that smelled of crisp of new notes.
Results:
Receiving Ang Baos aka red packets is a tradition many look forward to during the Lunar New Year. As Southeast Asiaโs largest digital bank, DBS created QR Ang Baos as an ode to that.
Objective:
Get people to use DBS QR Ang Baos during Lunar New Year.
Approach:
People werenโt using DBS QR Ang Baos because it lacked feeling. In particular, the feeling of huat โ a Hokkien expression of the Chinese word โ็ผโ (fฤ) that means โprosperityโ.
To evoke that feeling, we made a perfume that smelled of crisp of new notes.
Results:
- Made headlines on local news outlets i.e. Mothership SG, Daily Vanity
- Featured on The Drum, Campaign Asia, Ad Age, Little Black Book
- People started selling it on Carousell, a used goods online marketplace
Chief Creative Officer: Nicholas Ye
Creative Director: Angie Featherstone
Art Director: Jaron Ngoh
Copywriter: Sarah Marie Goh
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Contact me at sarahgoh23@gmail.com ๎ฑ๏ธ
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