UA Finance concludes creative pitch for HK

UA Finance has handed its creative duties for Hong Kong to local agency The Bread Digital, following a competitive pitch in February this year.  

Under the agreement, The Bread Digital will handle the entire creative communication of the brand from 2024 to 2025.  

The agency was chosen as it strives to help the brand to be more approachable and more energetic, hence fostering a better connection with the target audience.

Elvis Yan, chief marketing officer, UA Finance, said: "Over the past two years, we have invested significant efforts into revitalising our brand, aiming to make it more accessible and appealing to the younger segment. As we embark on our new campaign, we recognise the need for a fresh perspective to amplify our brand lockup, specifically the UA arm."

"That's why we are seeking a new agency that can bring a wealth of new ideas, innovation, and expertise to the table. We believe it is crucial to infuse the creative process with a sense of fun and excitement, ensuring that our brand's rejuvenation is not only effective and strategic but also captivating and memorable for our target audience. Join us on this exciting journey as we take our brand to new heights," he added.

Eddie Ngan, co-founder and director at The Bread Digital, said: “It is a challenging task as celebrities endorsement seems to be a ‘must’ in latest communication trend, however, we still strongly believe creative concept is the core element.” 

“Moreover, the P Loan market is very mature and competitive, both clients and us would like to adopt a more dynamic way of advertising,” he added. 

Don't miss: UA Finance empowers HKers to fight through the storm with giant 3D arm display

Meanwhile, in celebration of its 30th anniversary, UA Finance became the first money lender to roll out a full-fledged city-wide celebration across sea, land and air, aligning with the brand concept of “UA Empowers You To Fight Another Day", to share the joy with all Hong Kong citizens.  

To mark this special occasion, a city-wide outdoor branding campaign “Sea, land and air” was initiated in May last year, including a specially designed UA30-themed MTR train running on the Kwun Tong Line; a giant iconic 3D UA Arm cruising around Victoria Harbour; and a giant UA banner flying around the sky. It was done in collaboration with M&C Saatchi Spencer.  

Paul Lui, CEO and executive director of UA Finance, expressed gratitude towards the people of Hong Kong for their contribution to the company's remarkable development. “The ‘Sea, land and air’ campaign was a way for UA Finance to share their success and joy with customers, bringing surprises to the public,” he added.    

As one of the highlights of the “Sea, land and air” campaign, the “UA Giant Banner in the Sky” was previously showcased during a harbour tour and involved a complex process that lasted for more than three months. It included overseas production, license applications, test flights, and official launches. Despite challenges such as wind direction, air routes, and weather conditions, the UA Giant Banner successfully took off.   

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

(Photo courtesy: UA Finance's Facebook)

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