DBS Bank Unveils Successful Interactive Game-based Mobile Ad Campaign

mCanvas, the experiential storytelling ad platform for small screens, has launched an interactive mobile ad for DBS Bank that promotes its CSR initiative with Sampurn(e)arth. Ideated and executed in partnership with Resultrix, the ad campaign successfully engages audiences with its game-based approach. It continues to achieve an impressive click-through rate of over 1.3% and is clocking above 12 seconds time spent.

Sampurn(e)arth provides comprehensive waste management solutions to bulk waste generators such as corporate houses, townships, and educational campuses, and DBS Bank India has been an active partner in their journey since 2015, helping them with financial and advisory support.

For this campaign, mCanvas is using its proprietary ad format ‘Scroller’, a user-initiated full-screen expandable. The game promotes the idea of recycling waste and challenges users to segregate wet, dry, and electronic waste into the three respective trash bins within a short duration. The closing card in the campaign has an embedded video that tells users more about the benefits of recycling waste and how Sampurn(e)arth can help.

Sheran Mehra, Head Group Strategic Marketing and Communications, DBS Bank India said, “The mCanvas format allowed us to bring our message of ‘Recycle more, Waste less’ to life in a gamified style that is atypical for a CSR campaign. The fast-paced, positive humor of the videos themselves, broke away from the style of traditional social messaging, while retaining a compelling narrative. As a bank that believes in doing things differently, we were excited to highlight our support of Social Innovators through more experiential ways and involve digital natives through this interactive medium.”

Raveena Udasi Mathew, Group Head at Performics – Resultrix said, “Through DBS Sampurn(e)arth campaign, we wanted to communicate the message 'Recycle more, Waste less' in a way that engaged & involved the users, rather than a vanilla ad campaign. To meet this objective, we executed this innovative format with mCanvas, which in turn helped the initiative connect with users in a human-centric and interactive approach, while reaching a large audience. The game-based idea is working wonders for the campaign and we have already achieved great traction.”

“It is the responsibility of advertising to communicate social issues. This campaign addresses today's issues and we intend to spread a positive message with this initiative and encourage citizens to make a conscious effort to segregate waste and recycle,” said Vishal Rupani, Co-founder & COO of mCanvas. He added, “Our combined efforts will not only make a difference to the mindset of consumers, but also instill a productive commitment to saving our planet. We are happy to get the opportunity to be a part of this social change.”


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