Hang Seng Bank revives image of God of Wealth to appeal to HKers

Hang Seng Bank has joined forces with local creative agency Secret Tour Hong Kong and local toy designer Tinbot to transform Hang Seng's iconic God of Wealth into modern figures that resonate with today’s audience.

The God of Wealth from Hang Seng Bank has been a familiar figure for Hong Kong residents for many years, representing prosperity and good fortune. As the bank celebrates its 90th anniversary, it aims to revive and modernise the image of the God of Wealth. Local toy designer, TinBot, has been brought on board to reimagine and create a unique special edition God of Wealth.

This collaborative endeavour aims at reimagining this traditional figure, infusing it with a contemporary twist, and making it appealing to the modern consciousness. Available until 2024, the partnership aims to blend tradition with trend, showcasing the parties' ability to adapt and innovate without losing sight of HongKongers' cultural roots. The newly designed figures will be used in Hang Seng's upcoming campaigns. 

This comprehensive campaign encompasses a monumental God of Wealth display at the Kowloon main branch, interactive social media games, branch activations, and giveaways, aimed at engaging the entire Hong Kong population. Participants can enter the lucky draw to win the God of Wealth by completing missions at the branches.

"The refreshed image of the God of Wealth perfectly merges tradition and innovation, a combination that truly embodies the ethos of Hang Seng Bank. As a local institution, we stand committed to honoring our roots while embracing change and progress," said Jordan Cheung, chief marketing officer, Hang Seng Bank.

“At Secret Tour Hong Kong we've always prided ourselves on breaking the mold, transcending traditional boundaries, and venturing beyond the typical remit of an advertising agency. We are not just about creating commercials, but about crafting stories, shaping perceptions, and manifesting ideas into tangible realities,” said Stephen Chung, director of Secret Tour HK.

Chung added that none of this would have been possible without the incredible dedication and talent of his teammates at Secret Tour Hong Kong.

“Their ceaseless creativity, unwavering commitment, and remarkable skills are the driving forces behind this successful project. We've once again proven that creativity knows no bounds and that together, we can turn any vision into reality. Here's to more groundbreaking projects in the future,” he added.

MARKETING-INTERACTIVE has reached out to Secret Tour HK for more information. 

Don't miss: Hang Seng Bank makes personal finances matter through gamification

Back in September, Hang Seng Bank's Preferred Banking unveiled a financial mission campaign and invites customers to complete various "financial missions" that are designed to educate them on everyday banking services and investment options.

Available through Hang Seng digital banking, the “Be a game changer and ‘carry’ yourself!” campaign came after Hang Seng conducted a series of focus group interviews and surveys with over 200 young people to learn more about their financial habits and needs. Around 70% of respondents said attractive welcome or financial reward programmes are the main factors that would encourage them to use personal financial tools to achieve their wealth management goals.

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