It’s tradition for celebrants of Chinese New Year to send and receive a gift of Ang Bao – a red envelope, which contains (usually) money. DBS Bank in Singapore offer their customers the choice of a QR Ang Bao – where you can send cash digitally via QR code.
Lim Bee Bee, Head of Marketing, Consumer Banking Group (Singapore), DBS Bank said “This idea was inspired by feedback from some customers who cited the absence of the scent of money as a reason for not switching to digital gifting. By adding a layer of sensory delight to the QR Ang Bao gifting experience, we hope to be able to spread more joy and ‘huat’ to our customers and their loved ones this Chinese New Year.”
The bank worked with creative agency, The Secret Little Agency, and perfume lab, Oo La Lab to create the scent, named Huat.
“Fragrance has always been rooted in powerful storytelling and primal sensory experiences. While the adoption of e-gifting has increased in the digital age, HUAT Eau De Parfum adds a unique sensory dimension to this, enhancing traditions in a way that is fun and surprising,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers, The Secret Little Agency.
Dan Terry Jacobson, Founder of perfume laboratory, Oo La Lab said : “We knew that freshly printed notes had a distinctive smell; a delicate mix of effervescent aldehydes, inky paper and soft musk. HUAT Eau De Parfum is as close as we could get to the smell of prosperity, and specifically, the festive mix of smells typically associated with the fragrance from red packets, greeting cards and new legal tender notes printed in Singapore.”
The bank has 2,500 bottles of the money scented Eau De Parfum to its customers who use its QR Ang Bao option.
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