Citi empowers young minds to achieve financial autonomy with new campaign

Citibank Hong Kong has empowered young minds to achieve financial autonomy and embraced the special bond of love via its first-ever Citi NextGen microfilm as part of its latest campaign.  
 
This comes as the bank’s internal insight reveals that the next generation isn't just keen to get started, they're ready to create their own worlds through the Citi NextGen account, which offers consumers wealth management and financial planning solutions that resonate with them and their families.  

Done in collaboration with creative agency Uth Creative Group and media agency Digitas, the first wave of the campaign comes with a microfilm starring local singer Leon Lai, resonating deeply with audiences as it navigates the intertwined paths of parenting and early financial education.  

This strategic debut is just the opening chapter and will last three to four months, serving as the foundation for an extended narrative over the coming months. 

Lai, who was selected as Citi’s brand ambassador through the discerning vote of the bank’s affluent customers, stands as a celebrated figure within the Hong Kong community, said the spokesperson from the bank. 

“He has evolved alongside the city and its residents, and his appeal extends far beyond, strongly resonating with the global diaspora. Customers also feel that Leon's image perfectly aligns with Citi and our offerings—a parent characterised by a progressive, innovative, and wise persona with a global perspective,” added the spokesperson from the bank. 

This campaign marks the first time Lai has taken on a parental role in his career, injecting a sense of novelty into the marketplace while maintaining the authenticity Citi’s customers have come to expect. His dual identity as a celebrity and a parent amplifies the campaign, bridging the gap between brand promise and personal experience, and lending authenticity to the campaign message. 

In terms of marketing strategies, the campaign aims to create emotional bonding to create strong empathy for Citi’s customers as the video serves as the campaign's heartbeat, resonating with parents and children through many genuine moments of truth and narratives. It also hopes to build relevancy and brand consistency with consumers. 

The campaign targets affluent segment parents who are the cornerstone of Hong Kong’s vibrant economic landscape, and the next generation, who stand on the cusp of inheriting and redefining this prosperity.  

The four-minute microfilm has been broadcast across five major Chinese TV channels, YouTube, key KOL platforms, Citi's social media channels, and physical branches. Preceding this media blitz, the bank also utilised social media and its staff's LinkedIn networks to release a series of teasers, building immense anticipation and viral momentum for the campaign.  

"In the world of banking, 'customer first' isn't just a tagline for us. It's woven into our actions every day. 'Always unlearn banking, learn and relearn again'—that's the mindset that keeps us agile. We're parents too; we face the same questions you do. 'Are you ready?' That's the challenge we embrace head-on, ensuring we're always in step with you and your family's financial journey,” said Angela Shing, Asia Citi Global Wealth and Hong Kong head of digital sales and marketing. 

"And when it came to launching this campaign, our readiness translated into strategic planning that was as meticulous as it was heartfelt. We didn't just launch; we connected, we resonated, we made an impact. The response post-launch? It's been nothing short of extraordinary. The numbers, the feedback, the stories—they all point to a strategy that didn't just hit the mark, it set a new one. That's the power of truly understanding our customers and moving with them into the future," she added.

Related articles:

Former Citibank SG CEO joins DBS to head up strategy and planning
Citibank hires McCann's Luke Tucker as head of marketing