DBS paints the town with bikes, beats and bursts of colour

DBS is turning Singapore’s streets into a canvas of colour as it launches its new DBS Chromo Card for young adults aged 21 to 29. Developed with independent creative agency The Secret Little Agency, the "Live in full Chromo" campaign brings the card’s colourful identity into the real world through guerilla light installations, Chromo-branded bicycles and a DJ-led night ride across the city.

At the centre of the campaign is "Chromotion", a Chromo bike ride and afterparty held on 17 September. The experience took participants from Marina Bay to Raffles Place, moving from an active night ride into a music-led afterparty.

Working with bike-sharing operator Anywheel and local artist Lee Wei Lieh of Very Small Exhibition, DBS transformed a fleet of public bicycles into moving Chromo installations for the one-night-only experience.

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Led by DJ Hammy, the ride passed through newly lit installations at locations including Marina Barrage, Benjamin Sheares Bridge and Marina Bay Waterfront before ending at RASA Space in Raffles Place.

There, DJs chael en and Prem took over for the Chromo Afterparty, with the colour-themed event bringing together young adults to mark the card's launch.

DBS is also extending the campaign into content creation with a limited-edition "Chromera" digital camera. Designed around the colour spectrum of the Chromo Card, the compact camera comes with preloaded colour filters that allow users to capture everyday moments in different shades.

The cameras were distributed to partygoers at the afterparty and seeded to Gen Z creators, extending the campaign from its physical activations into social content and everyday life.

The campaign reflects DBS' positioning of Chromo as a card designed to adapt to the changing spending habits of young adults.

"Young adults in their 20s move between different interests and experiences, and their spending habits evolve along with them. That insight shaped both Chromo and how we chose to bring it to market," said Lim Bee Bee, head of marketing, DBS Singapore consumer banking group.

The campaign runs across OOH, social and digital platforms.

The Chromo campaign builds on DBS’ recent efforts to take its marketing beyond traditional advertising and into physical and digital experiences. In 2025, the bank brought live commerce into the spotlight with a 60-hour livestream showcasing more than 600 products from 60 homegrown businesses on TikTok, alongside a roving SME banking truck that took the campaign onto Singapore’s streets.

A year earlier, DBS brought its "Trust your spark" platform to life through a pop-up at Marina Bay Financial Centre, with activations across its offices drawing more than 1,000 employees. The Chromo campaign continues that experiential approach, this time using colour, music and youth culture to bring a new banking product into the city.

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