💵 The Scent of Money
🇸🇬 Singapore
My Role:
Conceptualisation
Copywriting
Conceptualisation
Copywriting
Cultural Background:
Receiving Ang Baos aka red packets is a tradition many look forward to during the Lunar New Year. As Southeast Asia’s 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 weren’t using DBS QR Ang Baos because it lacked feeling. In particular, the feeling of huat — a Hokkien expression of the Chinese word “發” (fā) that means “prosperity”.
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 Asia’s 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 weren’t using DBS QR Ang Baos because it lacked feeling. In particular, the feeling of huat — a Hokkien expression of the Chinese word “發” (fā) that means “prosperity”.
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
