Hang Seng Bank offers free taxi rides as part of rebranding campaign

Hang Seng Bank is offering free taxi rides for Hong Kong citizens, inviting the local community to "hop aboard" the new wave of its "Ever Growing, Ever Rewarding!" celebration. 

This comes as the brand and Uth Creative Group have partnered up to unveil a citywide campaign to celebrate the momentous milestone, and to reaffirm a customer-centric vision that will continue to play an essential role in the journey of people from all walks of life. 

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To bring its special taxi concept to life, Hang Seng Bank has commissioned local artist Messy Desk to create a series of illustrations that integrate the bank’s brand values of "Innovation", "Growth" and "Sustainability" with the uniqueness and vibrancy of Hong Kong. On 4 April, 90 transformed taxis of the "90th Anniversary Special Rides" will hit the streets with drivers wearing 90th-anniversary uniforms. From 8 am to 8 pm, anyone who hops aboard one of these special taxis on this day will enjoy a free ride. Moreover, to serve the community, an extra five rehabilitation taxis with greater accessibility will join the special rides campaign to enable people in need who have a booking to enjoy free rides on the same day. 

Furthermore, from 4 April to 2 May, citizens who capture the images of the "90th Anniversary Special Rides" taxis and send the photos to Hang Seng Bank’s official Facebook page through the Inbox or Messenger will be entered into a lucky draw with various prizes, including limited-edition Hang Seng phone cases and straps, dining e-gift vouchers.

MARKETING-INTERACTIVE has reached out to Hang Seng Bank for additional information. 

The latest branding campaign of Hang Seng took a deep dive into understanding overall public sentiment and dissected the crossroads events in recent history that will continue to impact Hong Kong's path forward for years to come. The synthesis of these insights birthed Hang Seng Bank's new slogan, "Ever Growing, Ever Innovating," illustrating the potential of the brand and community when there is synergy between the two, driven by growth, innovation, and sustainability. To illustrate this concept visually, the anniversary logo incorporates the infinity symbol into the number 90 to create something bold, concise, and elegant.

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