The Drum Awards for Marketing - Entry Deadline

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Client: DBS
Date: Sep 2020
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Singapore-based bank DBS has created a nightclub at the former location of the Zouk club in the esports game Fortnite.

The campaign, created by TSLA, aims to revive the lustre of nightclubs around the world that has remain shuttered as the Covid-19 pandemic shows no signs of abating through the rest of 2020.

Working in Fortnite’s creative mode with fans and game developers, TSLA researched public records and architectural archives of the site where the Zouk club used to sit at Jiak Kim street. From there, the team worked to recreate in pixel-by-pixel detail all elements of the club.

The club is an almost identical replica both outside and in, down to the details of the toilets scattered throughout the club, the main bar as well as the entrance foyer. Special in-game challenges have been developed to get users to collect as many points as possible, with both fans of the legendary club and Fortnite enthusiasts invited to share their experience of #LiveFreshClub in special reaction films.

“We wanted to bring a differentiated experience to both clubbers and gamers, who are a core part of our DBS Live Fresh Card base,” said Bee Bee Lim, the head of customer marketing at DBS.

“They will no doubt enjoy exploring the recreation of a truly iconic Singapore space, still fondly remembered by us all. We’re excited to be breaking ground in the gaming arena and look forward to introducing more compelling and innovative experiences.”