Hang Seng preferred banking is guiding Hong Kong’s youth to maximize every dollar
Hang Seng Bank (Hang Seng) has launched the “Plan Smart For Every Dollar!” campaign to connect with Hong Kong’s younger generation and offers a wide range of services, including accessible investment options, $0 fees on everyday banking services, and round-the-clock Live Chat support via the Bank’s Mobile App for youth. The campaign celebrates their savvy, strategic approach to money, providing the tools and inspiration to maximize every opportunity and live life on their own terms.
A recent Hang Seng survey¹ reveals that today’s youth (aged 18 to 35) prioritize financial flexibility and freedom. They seek an immediate and flexible approach to managing finances, where financial freedom means living life on their own terms. This campaign taps into that insight, recognizing that this generation views money management as a game of skill, “planning smart” resources strategically to achieve financial independence today.
“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,” says Jordan Cheung, Chief Marketing Officer of Hang Seng Bank.
“We understand Hang Seng’s ambition in inspiring the new generation new ways of financial management. With a killing creative concept and smart media strategy, we are glad to have created a campaign that is fun, at the same time meaningful to them.,” says , Silas Ho, Managing Director of EssenceMediacom Hong Kong.
The campaign features a dynamic combination of endorsers: iconic artist Eric Kot, a symbol of enduring creativity and playful spirit, alongside Tung Tung, LaiYing, and 朱mic from the popular online platform “Pomato,” authentic voices of Hong Kong’s younger generation. This unique pairing brings a fresh, humorous, and relatable perspective to financial planning, capturing the attention of the target audience and sparking conversations about money.
A humorous master film sits at the heart of the campaign, depicting how even a single dollar can be maximized when strategically deployed using the Hang Seng Mobile App. The film highlights key features: $0 fee everyday banking services, low minimum investment products starting from $1, and 24/7 Live Chat support for everyday banking and investment inquiries – making investing and managing finances simple, accessible, and efficient.
A fully integrated campaign extending the “Plan Smart For Every Dollar!” message across outdoor, digital, and social media will run through December 31, 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 well-being.
The “Plan Smart HKD 1 Day Lucky Draw” further incentivizes engagement. Participants can win exciting prizes every day during the promotion period, including an Apple Store e-Gift Card worth up to HK$10,000, by completing missions within the Hang Seng Mobile App.
