StanChart HK and Prudential HK highlight love beyond generations with Kelly Chen

Standard Chartered Hong Kong has partnered with Prudential Hong Kong to highlight unique bonds between generations within a family with its latest “Wealth accumulation and legacy planning” campaign. 

Featuring local artist aka “Diva of Asia” Kelly Chen and themed around “Love beyond generations”, the campaign aims to highlight the enduring nature of familial love and the importance of secure wealth transfer across generations. 

The bank invited Chen, a mother of two sons, to be the campaign ambassador. Chen treasures the family and selflessly shares her love with her children, according to the release.  

Her experiences and genuine affection make her an ideal representation of the campaign's core message, highlighting the enduring and unconditional love that binds every family together, according to the bank. 

Done in collaboration with creative agency Leo Burnett Hong Kong and media agency Dentsu Hong Kong, the campaign is led by touching stories that showcase the unique bonds shared between generations within a family.  

These narratives underline the consistent love that grandparents, parents, and children share, despite the differing ways they interact with one another.  

For instance, grandparents, who often exhibit tough love for their children and contrasting lenience for their grandchildren, harbour the same heartfelt desire to pass down the best of their life’s work and invaluable knowledge to the next generation.  

Available from 1 October until mid-November, the campaign adopted a fully integrated approach, utilising a variety of media channels to spark conversations and deliver compelling narratives across touchpoints.  

Outdoor advertising was employed for immediate impact and brand building, while social media engagement showcased Chen’s behind-the-scenes moments and articulated the product benefits in detail.  

The TV commercial, launched on 1 October, was tailored to supplement the campaign's reach and complement the reigning narrative. Online and YouTube ads further complemented the storytelling and performance marketing efforts.  

To captivate audiences even more, the campaign included four rounds of 1-carat diamond lucky draws, providing a sparkling incentive for public participation.  

Moreover, Chen will appear at the Standard Chartered Hong Kong and Prudential 25th anniversary collaboration event on 20 October to interact with customers and share her thoughts. 

Haymans Fung, global head of marketing, wealth and retail banking marketing and head, wealth and retail banking marketing at Standard Chartered Hong Kong, said, “By focusing on the theme of enduring love, Standard Chartered Hong Kong underscores its commitment to supporting customers through their financial journeys. The 25-year-long partnership with Prudential in offering wealth accumulation and legacy planning solutions enables flexible intergenerational wealth transfers within families. “ 

“Beyond traditional wealth management, our services encompass the entire spectrum of prosperity and family heritage. We are committed to providing diverse wealth-enhancing products to secure our customers' financial future, empowering them to preserve cherished values and pass their enduring love and legacy to the next generations,” she added. 

“The wealth accumulation and legacy planning solutions offered by Prudential allow clients to flexibly allocate their assets. As families expand, policies can be freely split, enabling accumulated wealth to be passed on to loved ones. Clients have the added benefit of unlimited changes to the policyholder and life insured, ensuring legacy passed on to future generations and peace of mind amidst life's many uncertainties," Fung added.

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