Hang Seng and Eric Kot empower youngsters to own their financial futures

Hang Seng Bank has launched the "Plan smart for every dollar” (每一蚊 神部署) campaign to connect with Hong Kong's younger generation and empower them to own their financial futures.  

The campaign celebrates their savvy, strategic approach to money, providing the tools and inspiration to maximise every opportunity and live life on their own terms. 

This comes as a recent Hang Seng survey reveals that today’s youth aged between 18 and 35 prioritise financial flexibility and freedom. They seek an immediate and flexible approach to managing finances, where financial freedom means living life on their own terms, said the survey.  

Done in collaboration with creative agency Sunny Idea Hong Kong, this campaign taps into that insight, recognising that this generation views money management as a game of skill, "planning smart” (部署-ing) resources strategically to achieve financial independence today. 

The campaign features a dynamic combination of endorsers including local artist Eric Kot, a symbol of enduring creativity and playful spirit, alongside Tung Tung, LaiYing, and Michael Chu from the local online platform "Pomato," representing authentic voices of Hong Kong's younger generation. This unique pairing aims to bring a fresh, humorous, and relatable perspective to financial planning, capturing the attention of the target audience and sparking conversations about money. 

As part of the campaign, a humorous master film depicts how even a single dollar can be maximised when strategically deployed using the Hang Seng mobile app. The film highlights key features of the app including HK$0 fee everyday banking services, low minimum investment products starting from HK$1, and 24/7 live chat support for everyday banking and investment inquiries, making investing and managing finances simple, accessible, and efficient. 

The campaign is amplified via multiple channels including outdoor, digital, and social media, and will run through 31 December 2024. Playful and engaging content will continue to roll out, encouraging young people to explore Hang Seng's offerings and take charge of their financial wellbeing. 

A lucky draw will also be introduced to further incentivise engagement. Participants can win exciting prizes every day during the promotion period, by completing missions within the Hang Seng Mobile App. 

"Hang Seng is committed to meeting the evolving needs of Hong Kong's younger generation. This campaign represents a fresh approach to financial management and empowerment, using their language and tapping into their unique mindset to make smart money management accessible and engaging," said Jordan Cheung, CMO of Hang Seng Bank. 

"We wanted to create a campaign that truly resonates with the younger generation's unique perspective on wealth management. By tapping into their mindset and using their language, we've created a fun, engaging way to talk about financial empowerment and inspire them to take control of their future," said Yan Kwan, head of account management of Sunny Idea. 

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