Hang Seng Bank supports young consumers' financial journey with new music video

Riding on the theme of the "Be a game changer and 'carry' yourself" campaign in September, Hang Seng Bank has unveiled a music video featuring its virtual KOL Hazel and local singer Gareth.T to highlight the challenges young adults have been facing during their financial management journey.

Bringing together two icons that represent creativity and innovation, the music video is 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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Jordan Cheung, chief marketing officer at Hang Seng Bank, told MARKETING-INTERACTIVE that this music video has engaged Gareth.T to share the pain points he has experienced as a young adult and his journey to financial liberation through a song. 

Furthermore, the music video features Hazel, Hang Seng's virtual KOL, who acts as a muse in Gareth.T's journey, aiming to symbolise how the bank supports the young segment along their financial management journey.

According to Cheung, this music video marks the first appearance of Hazel's upgraded version. “Hazel has undergone enhancements for finer visual quality and technology that allow her to express over 600 emotions and movements. Leveraging real-time rendering technology, Hazel will appear in more social engagement campaigns in various upcoming initiatives from Hang Seng Bank,” Cheung said. 

Given that there is a high share of time spent on various social platforms among younger generations, Hang Seng Bank has leveraged multiple social channels to promote the music video, such as Hang Seng’s Facebook page, Instagram, YouTube channel, LinkedIn, Hazel’s Instagram and Gareth.T's Instagram, to engage with its audience. 

“These platforms also enable two-way communications with our younger audiences. We strongly believe that through the innovative initiative, financial management tips can be effectively communicated to Gen Z, empowering them to master personal finances,” Cheung said.

Back in September, Hang Seng Bank's Preferred Banking launched a financial mission campaign and invited customers to complete various "financial missions" that were 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 had 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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