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Excellence Award

“做壞規矩 做好銀行”
ZA Bank

At the forefront of the banking revolution, ZA Bank disrupted the tradition of the banking industry and formed a new normal by
combining unprecedented financial products and services into a one-stop mobile app. ZA Bank adopted a user-centric approach
to co-create a bank with the users, including its product development and design processes that perfectly fit their needs.

ZA Bank started a branding campaign called ‘Be the game changer’ (「做壞規矩 做好銀行」) to demonstrate its commitment
to providing the best banking customer journey with the pioneer digital concept. ZA Bank introduced multiple creative banking
legacies, including Savings Go – 1000x higher savings rate than the market, ZA Card – the first-in-town card with personalized

number, Lai-see – digitalized red packet giving experience, and ZA Quest – a user exclusive game room for banking transactions.
With the viral of ZA Bank’s integrated marketing strategies throughout the year, ZA Bank launched a series of promotions that
tagged along Its first anniversary, for example, enabling users to vote between increasing ‘PowerDraw’ (a lucky draw rebate on all
spending) maximum or guaranteed rebate. All these effort brought it to the top ranking among all virtual banks and top 10 among
all banks in Hong Kong.
This campaign helped ZA Bank in its positioning and subverted the incumbent banking industry. With the ‘Be the game-changer’
motto, ZA Bank has successfully elevated from Hong Kong’s first virtual bank to Hong Kong no.1 virtual bank, and there’s still lots
more to do. Stay tuned :)

Comments from the Judges:
It was commended as an unconventional and out-of-the-box marketing campaign, which has successfully built a strong brand
identity through well-defined positioning and proposition strategies.
To introduce a disruptive banking service in the severely competitive financial industry, the visionary leadership and commitment
of the passionate team to be different played key roles in the success of the campaign and stayed ahead of the curve. With the
360-degree marketing strategies, the messages were clearly communicated in layman terms enabling the general public to fully
understand the benefits of the new virtual bank services. Superb tagline and social media commercials effectively created brand
awareness for the first virtual bank in Hong Kong and tapped the first anchor base. Allowing customers to choose their visa card
number was a revolutionary idea and set new norms for rivals to benchmark.

The campaign has achieved a very impressive result in market share. Standing at the centre of digital evolution, ZA Bank has
successfully leveraged the technological strengths of virtual banks, dared to break all rules and legacy and amplified the brand’s
image as the game changer in the emerging virtual bank industry.

Parties to be Recognized for Contributing to the Success of the Programme:
1. French Rotational Production Limited

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2021

10/4/2021 3:08:49 PM
Dinner 88p content 2021.indd 53
Dinner 88p content 2021.indd 53 10/4/2021 3:08:49 PM