DBS 'The Scent of Money'
When DBS bank launched cashless red packets, no one wanted to use them. It was down to one thing – smell. Specifically the smell of new notes drawn from the ATM or banks. So we worked with a master perfumer to recreate the scent of new, legal tender notes.
Designed to seduce people in the most primal of ways so that they would switch up their 2000-year old obsession with drawing cash during Chinese New Year, for our more modern, cashless solution.
We launched it complete with our very own 'perfume' ad...
The new scent proved too alluring making DBS the most talked-about bank during the Chinese New Year period and more importantly, breaking the cash habit for our new innovative cashless solution.