Page 63 - MA2022-Souvenir-Programme

Merit Award

“VIRTUAL BEN – WE KNOW, WHAT YOU “KONG””
WeLab Bank

Founded with the mission to support people in Hong Kong to “Mange, Save and Grow (M.S.G.)” their money, WeLab Bank is proud
of its Hong Kong roots and deep understanding of local needs. The belief that Hong Kong deserves more and better local fintech
innovation is what pushed the Bank forward to take on the seemingly impossible feat.
WeLab Bank noticed that in recent years, Hong Kong people have shown growing interest and appreciation for the local culture.
Since Cantonese is an integral part of Hong Kong’s culture, the Bank chose to express its Hong Kong roots and build trust with the
local community through speaking the same language.

To that end, WeLab Bank launched the “知你港乜 WE KNOW, WHAT YOU KONG” campaign - preserving the cornerstone of local
Hong Kong identity by promoting Cantonese. The Bank transformed Ben Sir into ‘Virtual Ben’ and incorporated his Cantonese
expertise into its brand and product pitch. Paying homage to his past work, the Bank created a series of brand videos in the form
of Cantonese lessons. The campaign also extended across TVC, online and social, and outdoor channels.

In addition to creating massive awareness, WeLab Bank also tapped into locals’ daily lives by integrating lifestyle experiences and
offers that were practical and unique. What’s more, the Bank partnered with Google to launch a market-first roadblock targeting
campaign, leveraging on the power and influence of the hottest online KPOP event of the time – BlackPink’s YouTube online
concert, to bring its brand closer to more Hong Kong people than ever.

With overwhelming support from the market, not only did WeLab Bank receive outstanding business and marketing results, but
also respect and recognition from the industry. More importantly, customers see the Bank actually live up to its promise - to help
them find joy in their financial journeys, and help them manage, save and grow their money to achieve their ultimate goals in life.

Comments from the Judges:
It was commended as a unique and highly original campaign, which has successfully enhanced WeLab Bank’s proposition as the
only home-grown virtual bank, which was “Made in Hong Kong for Hong Kong”, while preserving the Canto culture to tap the
young generation segment.

Careful attention to every detail reflected meticulousness of thinking in design, planning and execution. The play of words with
Virtual Ben / Virtual Bank / WeLand Bank and Cantonese lessons in the advertisement were highly innovative, fun and appealing
to local audience. The design of three Hong-Kong-first products to align with the digital behaviour of the young segment and the
message of the bank speaking the same language were effective in communicating the brand relevance to Hong Kong market.
The success of the campaign was based on the marriage of uncompromising innovation and local passion.
All in all, it was a very successful marketing programme and the results were encouraging. It not only succeeded in expanding the
new customer base, but also differentiated WeLab Bank from the competition with emphasis of its local roots.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Stunz Creative Ltd.
2. MindShare HK

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022