Hang Seng Bank reminds HKers the importance of family time with new campaign

Hang Seng Bank has partnered with creative agency Narrow Door to launch a new wealth management campaign, reminding customers of what truly matters in life.

Under the theme of "Little Great Stories", the campaign features Cantopop singer Leo Ku (pictured), emphasising the importance of everyday moments with his family, which are often overlooked in the pursuit of career success and financial stability.

This comes as the bank believes that many of the "sandwich generation" (夾心世代) in Hong Kong dedicate their time and energy to providing their families' current and future financial well-being, inadvertently neglecting their own emotional needs. As a result, they may miss out on opportunities to create lasting memories with their loved ones.

With a combination of investment and insurance products, the campaign aims to elevate Hang Seng's wealth management proposition beyond the confines of conventional affluent lifestyle imagery, as well as to establish a genuine bond with customers, grounded in deep insight and empathy.

The campaign, running until March 2024, includes a one-minute teaser video in which Ku, with one of his signature songs playing in the background, shares a series of intimate recollections – support from his wife over the years, the first greeting to his newborn baby, the look in his parents’ eyes on their first family trip.

As part of the campaign, a two-minute product video was also launched to depict the pursuit of happiness within the context of familiar challenges.

The videos are complemented by a series of TV and online content, as well as a massive outdoor presence including site domination at Central MTR Station. Additionally, the campaign will feature additional executions.

Jordan Cheung, chief marketing officer, Hang Seng Bank, said, “We aimed to highlight the unique proposition of Hang Seng Bank through an emotive approach that resonates with our customers. As the largest local bank with a heritage of 90 years, we are in a unique position to connect deeply with Hong Kong people based on our shared values and genuine understanding of the community.”

Terry Tsang, director, Narrow Door, said: “Traditional wealth management advertising relies heavily on the use of generic aspirations, but we believe in engaging the customer through genuine emotions.”

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

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Back in November last year, Hang Seng Bank launched a music video featuring its virtual KOL Hazel and local singer Gareth.T to highlight the challenges young adults had been facing during their financial management journey.

Riding on the theme of the "Be a game changer and 'carry' yourself" campaign in September last year, the campaign brought together two icons that represent creativity and innovation, the music video was a sequel to Hang Seng Bank’s previous campaign that aimed to help young segments gain investment and financial management knowledge and skills, as well as achieve specific financial goals easily through gamification.

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