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Excellence Award

“全民加薪、全民放假”
Airstar Bank

Everyone is a Superstar – Democratising Premium Banking Services to Each and Everyone!

There is a widespread stereotype that virtual banking is only for younger customers. However, Airstar Bank wants its radar precisely
covering the right segment of people in need at the right time – that is, people at the crossroads, most likely those in their 30s
planning for the next life-stage ahead. This is the group of potential customers most prone to savings, for some, in need of loans
to grab every opportunity that comes up.

Riding on what Hong Kong office workers want most – to get a pay rise and to go on vacation, Airstar Bank developed two TV
commercials led by the key messages of “Salary Raised for Each & Everyone – 全民加薪” and “Annual Leave for Each & Everyone –
全民放假” to promote its high deposit interest rates while connecting with the targeted audience.

To boost top-of-mind awareness, Airstar Bank became the sole title sponsor of the critically acclaimed TV programme “King Maker III”
(全民造星III) by ViuTV, given its positioning is well-aligned with its brand proposition – “Everyone is a Superstar”. At Airstar Bank,
everyone can be a superstar as all customers can enjoy the same premium banking services with a 5%p.a. savings deposit interest
rate, which is higher than those of traditional banks.

The campaign was a remarkable success, having brought the bank’s sales and brand recall to an all-time high. According to
uMax Data, a third-party social media data agency, the engagement rate of Airstar Bank achieved across major online and
social platforms surpassed all its competitors during the campaign period, which was a sixfold increment compared with the
pre-campaign period. The brand name and key message of “Superstar” were frequently mentioned on social media, and the line
of “邊個係Superstar，有無人工加?” was also quoted in a media interview between Fa Jei, Eman Lam and Kearen Pang (彭秀慧).
Most importantly, the campaign unlocked a major revenue stream for the bank, having led to a spike in sales for the debt
consolidation loan, enabling it to become a major player in the virtual bank loan market. The campaign also drove significant
traffic to its website with significant growth in app installs and deposit account openings.

Comments from the Judges:
It was commended as a visionary and far-reaching campaign. Facing the highly saturated and increasingly competitive financial
market, the campaign has successfully differentiated Airstar from and avoiding direct competition with the rivals from traditional
and virtual banks by adopting strategic positioning and proposition strategies.

It was a well-designed and well-implemented marketing campaign capitalizing on new proposition, technology, hybrid of media
platforms to induce brand awareness. Airstar tactically caught the opportunity to sponsor the most popular TV programme,
which gained the brand highest visibility and great appeal to the target audience. The memorable slogans in the TVC generated a
massive buzz and successfully connected the brand and the target segment with a resonant and powerful message of “Everyone is
a Superstar”. Great team effort and synergies throughout the organizations have been demonstrated to enhance overall customer
experience.

All-in-all, impressive financial results and volume growth were achieved. The campaign remarkably established high brand
awareness within a short period of time. The smart move to address the pain points of the target segment has embarked on a
journey for Airstar towards success in the virtual bank industry.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Giraffe Hong Kong Limited
2. Mindshare Hong Kong
3. Fimmick Limited
4. Innovative Digital Media Limited

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

10/4/2021 3:08:44 PM
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Dinner 88p content 2021.indd 49 10/4/2021 3:08:44 PM