Henry Golding injects fun and flair into money with Chocolate Finance

Chocolate Finance has unveiled a new campaign to launch its spare cash management account. The campaign, titled "Make life richer", features a series of ads with newly appointed brand ambassador and investor Crazy Rich Asians actor Henry Golding. 

The series of ads features Golding living his life happily. In a short film that was released in cinemas, Golding is seen entering a jazz bar and joins a performer on stage. Golding begins singing into a microphone. 

After singing, Golding steps off stage to grab a drink. He sees a woman on the dancefloor and joins her. After dancing, he plays a carnival game that tests his strength and joins a group selfie. Afterwards he leaves the club with the mysterious woman and hops on a motorcycle as they ride away into the night. 

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“Our launch campaign is all about injecting fun and flair into finance. With vibrant colours and lively content in our film, we're celebrating the joy of having your money work hard for you. The film’s energy—featuring joyful characters and elegant soirées—captures the essence of a worry-free, richer life," said Anushka Yadav, chief creative officer, Chocolate Finance in a conversation with MARKETING-INTERACTIVE. 

"Just like our campaign, our product and user experience are designed to be bold and straightforward. Enjoy happy returns without lock-ins, hoops, or complex criteria. At Chocolate Finance, we’re committed to making financial services not just accessible and intuitive, but genuinely enjoyable for everyone," added Yadav. 

In addition to the short-film, Golding is featured on a series of OOH advertisements located at MRT stations.

One ad features Golding and characters from the short film taking a group selfie. The text reads "Good returns are like good friend friends. Life is better with them". Another ad sees Golding and a woman doing a dip. The text accompanying the visual reads "Dip into a richer life". 

In tandem, Chocolate Finance has released a FOOH ad on Instagram. The ad mimics a press release with the title "Giant pink carpet spotted on the streets of Singapore".

As per the title, the ad features a giant pink carpet rolled out on the streets of Singapore. Coins are later seen rolling down the pink carpet. 

The campaign was done in collaboration with Rumble (TAO) and Media Monks, with PR led by Bud Communications. 

Interestingly, FOOH ads are becoming more popular in Singapore. In July, Starbucks took over CBD with its new drinks and Merlion Bearista mascot. 

The campaign aimed to introduce the coffee-chain's new menu items including the Yuan Yang coffee and lychee strawberry cream drink amongst food items such as a laksa mac and cheese pie, nonya curry chicken prata pie, nasi lemak egg crepe wrap and more. 

In one FOOH video, the Starbucks outlet located near Marina Bay Sands saw the two new drinks landing on its roof. A character named Merlion Bearista is then seen entering the frame, jumping for joy, and heading into the store. 

In another FOOH video, Merlion Bearista erupts from the Singapore River, holding each of the new drinks in its hand. Merlion Berista then splashes water into the screen using its tail. 

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