DBS has unveiled the Chromo Card, Singapore’s first credit card designed to adapt automatically to Gen-Z spending habits. Launched with a vibrant citywide campaign by The Secret Little Agency, the card offers dynamic cashback, curated lifestyle deals and travel discounts, reflecting the fluidity and aspirations of young adults today.
Singapore’s streets and digital spaces have been transformed into a kaleidoscope of colour as The Secret Little Agency (TSLA) unveiled its latest campaign for DBS Bank’s new Chromo Card. Launched on 5 September, the initiative sought to capture the energy and fluidity of young adulthood, positioning the card as more than a financial product—it became a cultural moment.
Nicholas Ye and Mavis Neo, Co-Chief Creative Officers at TSLA, explained the creative vision: “Live in Full Chromo reflects the fluidity of being a young adult today, the same way the DBS Chromo Card adapts to their spending shifts. We wanted a launch that feels less like a bank campaign and more like a moment the city couldn’t ignore.” True to that ambition, the campaign extended across out-of-home installations, social media and digital platforms, ensuring visibility where young adults live, work and play.
The DBS Chromo Card is the first of its kind in Singapore, designed specifically for Gen-Zs aged 21 to 29. Unlike traditional cashback cards that require users to pre-select categories, Chromo automatically adapts to each cardholder’s top two local spending categories every month. This innovation eliminates the hassle of managing preferences and ensures rewards are maximised based on actual spending behaviour.
Beyond cashback, the card offers curated lifestyle privileges across travel, shopping and dining. Chromo cardholders can access discounts of up to 50% on selected deals with leading brands such as Trip.com, Agoda, Klook, Shopee, TikTok Shop, Birds of Paradise and Haidilao. The benefits extend internationally, with partner merchant offers available in popular destinations including Malaysia, Japan and South Korea, making the card a gateway to both local and global experiences.
The campaign’s vibrancy mirrors the aspirations of its target audience. For young adults navigating shifting priorities—whether travel, fashion, dining or digital experiences—the Chromo Card promises flexibility and relevance. By embedding itself into the cultural fabric of Singapore through bold visuals and immersive activations, DBS and TSLA have created a launch that resonates beyond banking.
The Chromo Card represents a broader shift in financial services towards experience-driven solutions. It acknowledges that Gen-Z consumers expect products to adapt to their lifestyles rather than the other way around. With its dynamic cashback model and curated offers, the card positions itself as a companion to the evolving journeys of young adults, rewarding spontaneity and exploration.
As Singapore’s cityscape pulses with colour, the Chromo launch underscores how financial innovation can be celebrated as cultural expression. For DBS, it is not merely about introducing a new card, but about shaping a narrative that connects with a generation eager to live in full chromo—fluid, vibrant and unapologetically dynamic.
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