Retirement: Now comes the best part of life, says DBS!
The hardworking Asian ethic means we often work very hard for our future. All we need is a new dream ahead and plan for the best part of life ahead.
Even Hilary Clinton has presidential dreams at age 64!
(So too Trump, though he could have planned it better!)
The Challenge & Insight
Retirement is not about switching off, but switching gears.
Let’s reframe retirement: It’s not about taking it easy, slowing down and giving up. It’s about reaching forward, especially if you do a little smart planning before you get there.
It’s about reaching forward, especially if you do a little smart planning before you get there.
In fact, all it takes is just 10 minutes to make for the best decades ahead.
The Idea & Execution
For the ever-hardworking Singaporeans, we told new stories and inspirations about retirement.
You’ve earned it – now you can live your dreams, passions, innocence, ‘giving back’ – there are alluring new opportunities for the financially independent.
Our film spot and print ads gave a refreshing take on retirement – real and inspiring. (No, there were no confetti and cheesy parties). We invited viewers online to complete a 10-minute self-help retirement check to show the sensible and achievable steps to what’s ahead.
At DBS bank branches, customers were also invited to 10-minute planning modules.
The campaign has garnered more than 400,000 video views on Facebook alone since launch. Over 11,000 people went online and completed their retirement check, as well as make appointments with DBS Relationship Managers to get started on their planning.
We’re glad DBS has sparked a new light for retirement. The best part of life often comes with some grey cells.