Hang Seng Bank strengthens card proposition with revamped rewards programme

Hang Seng Bank has unveiled a new campaign featuring its new revamped +FUN Dollars rewards programme, an upgraded version of the original programme to cope with the change in consumption behaviours.

This comes following the launch of its MMPOWER World Mastercard Card, and the bank aims to further strengthen its card proposition by introducing a major revamp to its credit card rewards programme, according to Rannie Lee, head of wealth and personal banking at Hang Seng Bank.

"With the acceleration in economic activity, consumer spending has also been on an upward trend. In the first half of this year, retail spending by Hang Seng credit card customers recorded a double-digit percentage growth compared to the same period of last year, and the number of new credit card accounts grew by 40%[...]+FUN Dollars seamlessly integrates Hang Seng credit card services into everyday spending, which will enable customers to enjoy simpler, more personalised, and more diversified rewards and privileges," she added.

At the heart of the campaign is a three-minute video featuring local actress Dodo Cheng and Kaho Hung, following the story of Hung in his role as Cheng’s assistant, helping her to finish the making of the Hang Seng +FUN Dollars commercial. The video captures many humorous moments between the two, whilst explaining the simplicity of the +FUN Dollars program and its multiple benefits.

A check by MARKETING-INTERACTIVE saw on YouTube that the campaign has garnered 220k views one day after launch. The campaign will run for one month and includes TV, YouTube, social and OOH medias.

The revamped programme provides customers with more personalised rewards, with rewards experiences and multiplier redemption offers such as “+FUN Tuesday” and “+FUN Surprise”. Furthermore, the newly introduced ‘+FUN Centre’, a one-stop rewards platform on the Hang Seng mobile app, allows customers an easier way to check their +FUN Dollars and latest redemption offers, as well as earn additional rewards by completing missions without boundaries.

With the emphasis of the programme being to enable more fun, Jordan Cheung, chief marketing officer at Hang Seng Bank, revealed the motivation behind it, “We wanted to champion this new phase for Hong Kong people – a life without restrictions, where people can make up for the tough past few years and get the most out of life… and that shouldn’t be made hard. We hope with this new programme that Hong Kong people actively seek out more ways to have fun, and by being rewarded for doing so, continue to make it a priority.”

Meanwhile, Koman Ko, managing partner at DDB Group Hong Kong, said, “Hang Seng’s +FUN Dollars programme has so many great new benefits, but multiple messages can prove a challenge for marketing communications. We had to be careful to cover all the important information without overwhelming consumers, while ensuring the main benefit of enabling more fun came across loud and clear. The natural dynamic between Do Do Cheng and Kaho helped us to achieve this with an entertaining story.”

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