Ant Bank partners HK rappers to promote easy financial investment

Digital bank Ant Bank Hong Kong (螞蟻銀行) has partnered with three generations of rappers, including local artist Wan Kwong, MC Jin, and boy band OneUp to launch a branding campaign featuring a music video that uses rap to promote easy financial investment.

The music video aims to effortlessly promote the importance of financial management and its simplicity through catchy rap music infused with humour and fun, conveying a new attitude toward easy financial investment while breaking the stereotype that finance is serious and complex, according to the release.

A spokesperson from Ant Bank told MARKETING-INTERACTIVE that the branding campaign targets the mass market in Hong Kong and the Greater Bay Area. The first phase focuses on the local Hong Kong market from December 2024, aiming for fresh and viral exposure. The second phase will expand to the Greater Bay Area around Mid of 2025.

Titled “螞蟻呀嘻,” the music video draws inspiration from the brainwashing song “螞蟻呀嘿” and incorporates the word "ant," playing with its phonetics alongside rap elements. The track includes lyrics by MC Jin, who has also participated in the arrangement and production. 

Released on AntBank’s YouTube channel, as well as its Facebook and Instagram pages, the 90-second music video features energetic and humorous dance moves that highlight the financial habits and consumer behaviours of young people while vividly depicting the hectic lives of urban residents.

The song begins with rap verses from Jin, addressing the various challenges and daily expenses urban residents face. Following this, OneUp joins in by representing fresh graduates entering the workforce and expressing the pressures and efforts they encounter in a competitive environment. Wan then shares his insights as an experienced figure, reminding young people that earning money is challenging and that learning to manage finances is essential.

This song serves not only as an ad but also as an emotional resonance for urban residents. The collaboration among the three generations of rappers highlights the exchange of ideas and the legacy of rap artistry, according to the release.

In addition to the music video, Ant Bank has launched a variety of visuals to promote the campaign and its features such as buy now pay later (BNPL) and investment funds. 

The campaign is promoted through offline platforms, including large outdoor advertisements in Causeway Bay, trackside LED screens at public transport stations along the MTR, within MTR train carriages, or TV Broadcast channels. It has also utilised online platforms, including YouTube ads, digital banners on various websites, music platforms Spotify and JOOX, and outreach via social media platforms, as well as KOLs and content creators.

To further engage the audience, Ant Bank launched a flash mob event featuring Wan and OneUp in Causeway Bay on 27 December 2024, according to its LinkedIn. They performed hip hop and dance for passersby.

Based in Hong Kong, Ant Bank is a wholly-owned subsidiary of Ant Group. It aims to provide local individuals and SMEs with reliable, trustworthy, transparent and inclusive banking services through fin-tech innovation, according to the release.

Related articles:

Yakiniku Like celebrates 4 years in HK with original brand music video
M&M's celebrates CNY with chocolate-themed music video
3 HK's music video highlights the 'solitude' made with 5G Broadband solution