DBS TableTok
Finance, but fun: DBS’ TableTok used everyday objects and creator voices to make financial literacy entertaining for TikTok’s youth audience.
The Context
2023 saw the highest inflation since 1996, yet Singaporeans were still splurging on Taylor Swift tickets. Surveys showed that 55.2% of youths felt financially illiterate. As Singapore’s largest bank, DBS took responsibility to educate and empower the next generation to be financially savvy.
The Approach
DBS launched TableTok, a TikTok-first content series where objects on an intern’s desk come to life after she leaves, discussing the day’s financial queries and sharing actionable wisdom.
The series tackled real anxieties from “How much should I save?” to “What do I need to retire?” and technical topics like bonds, using humour, relatable scenarios, and AI-filter effects, all voiced by TikTok-famous creators.
Creators were intentionally cast as voiceovers, following Hollywood animated film casting strategy, leveraging their communities to drive engagement, episodic promotion, and behind-the-scenes content.
🥉 2024 Hashtag Awards – Best Social Media Campaign (TikTok)
🥈 2024 Hashtag Awards – Best Real-time Response / Newsjacking
🥈 2024 Hashtag Awards – Best Social Media Engagement
🥇 2024 The Drum Awards – Influencer
🥇2024 The Drum Awards – Finance
🐋 2024 Shorty Awards Winner - Financial Services
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