The Basics of Investing 

The Challenge

Clients of DBS’ wealth management segment DBS Treasures were leaving their assets sitting as cash in their savings accounts. Inflation was slowly but insidiously eroding its value. Yet these clients were not investing for higher returns, due to both a lack of knowledge and a fear in taking that first step.

We had to help them overcome two hurdles: That getting started on their investment journey was not as scary as they thought; and that financial instruments weren’t necessarily as difficult to understand.

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The Strategy

We knew we couldn’t explain investing the way it’s usually done – with complicated terms, charts and tables, projected profits … that’s what was scaring our target.So we set out to entertain while educating them. To demystify common investment tools, we used ordinary items as analogies.In addition, we layered this with ‘tricks’ or visual illusions, to show the process or effect of investing.

Using less jargon and more conversational language that a layman could identify with, we took our viewers step by step on the journey to understanding.

 

The Execution

Our settings made prospective investors comfortable – an office, a café and even a colourful candy store! 

The treatment lightened the mood of the subject, as did the various ‘helpers’ our host engaged with:

A boss, a waitress, even young kids. But it was the ‘magic’ in our videos which showed that learning about cash equities, unit trusts and exchange traded funds could actually be fun!