Hang Seng Bank empowers HK families with new CFO campaign

Following the launch of the "Prestige banking CFO (chief family officer)" campaign last year, Hang Seng Bank has unveiled an extended version to further empower modern Hong Kong families.

This comes as the bank has recently surveyed nearly 400 Hong Kong residents aged 30 or above with over HK$1 million in liquid assets, to better understand their financial needs and planning. The results show that each breadwinner manages finances for an average of three family members, with 80% having overseas spending needs, such as expenses for children’s overseas studies and family living costs abroad.

To cater to customers who need to transfer funds overseas for family members' education, investments, or retirement spending, Hang Seng has enhanced its prestige banking "Family+ Account". This allows customers to transfer local currency to over 50 countries or regions.

Promoting the upgraded features of the account, Hang Seng has launched a campaign featuring local actress Sandra Ng (吳君如); her partner, local film director Peter Chan (陳可辛); and local film director, scriptwriter and actor Vincent Kok (谷德昭). The campaign is running from 3 July to 30 September.

As part of the campaign, Hang Seng has released a TV commercial, featuring Ng, who continues in her role as the CFO. Ng is joined by Kok as they share their experiences using the bank's "Prestige Multi-currency Debit Mastercard" and "Global Money+" overseas transfer service through their overseas travel experiences.

Meanwhile, the TVC showcases how Ng's family can easily manage their financial needs even when abroad, embodying the "internationally-savvy CFO" role. 

The video is now available across major media platforms as well as the official Hang Seng Bank YouTube channel. Since its debut on 3 July, the video has recorded over 700k views on YouTube, a check by MARKETING-INTERACTIVE saw. 

The campaign is being promoted through multiple channels, including TV, advertising spaces in key outdoor locations such as billboards, MTR stations, bus and taxi wraps, as well as social media platforms such as YouTube, Instagram, Facebook, and Hang Seng branches.

Furthermore, Hang Seng launched a carnival-themed product launch event to celebrate the launch of "Prestige Family+". It invited celebrities and influencers from the finance and entertainment industries, such as finance columnists Chin Cong C (千頌C) and Agnes Wu (胡孟青) and her son. 

Additionally, Hang Seng will release a new short video at the end of July featuring local music producer Edward Chan and his family. In the video, Kok will guide the family through a series of three games designed to assess their teamwork, financial knowledge, and strategic thinking.

Rannie Lee, head of wealth and personal banking at Hang Seng Bank, said, "Hong Kong residents have broader needs for banking services and wealth management. They need to plan not only their finances but also the financial needs of their family members. Last year, Hang Seng launched the first-of-its-kind prestige banking ‘Family+ Account’ in Hong Kong, which has been well received by customers as it facilitates the management of the entire family’s asset allocation and everyday banking.”

Back in March last year, Hang Seng Bank launched a campaign to promote its "Prestige Family+" account to cater to modern Hong Kong families’ needs. The campaign video starred Ng and all her family members as its characters, telling an authentic story that featured their real-life needs and aspirations. 

Related articles:

Hang Seng Bank and local KOLs team up to promote travel credit card
Hang Seng Bank concludes media pitch for HK
Hang Seng Bank highlights its strong bond with corporate customers in new campaign