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Silver Award

“Preferred Banking - Be A Game Changer and ‘Carry’ Yourself”
Hang Seng Bank Limited

In a banking landscape characterized by abundant choices and low loyalty, Hang Seng Preferred Banking boldly embarked on a
mission to capture the hearts of the younger generation via “Be A Game Changer And ‘Carry’ Yourself!” campaign.
More Relevant: Recognizing gaming as a defining aspect of new generation’s identify, Hang Seng crafted
14 visually captivating virtual game cards, each representing a unique character, vital financial skill, and a mission guide. They
resonated with the gaming culture while seamlessly translating Hang Seng’s financial capabilities into their language.

More instant: Hang Seng disrupted the traditional marketing funnel. With a single QR code scan, customers will instantly enter the
integrated ‘Open World’ to participate in a card-drawing game on HARO WhatsApp. The bank promptly followed up with action-
able messages, hyper-personalized experience and tips that were tailored to specific money goals. This empowering approach
effectively guided customers towards realizing their financial aspirations.

More Authentic: Customer-centric interactions unfolded on Instagram, featuring Q&A topics that integrated Hang Seng’s services
into addressing real-life financial challenges. Collaborations with micro-influencers further enhanced authenticity, as they shared
their personal experiences, both triumphs and setbacks.
More Inclusive: Inclusivity served as the guiding principle, ensuring that all GenZ individuals, regardless of their current wealth,
could unlock their full financial potential. The 14 banking missions required little to no initial capital, empowering the new
generation to embark on their wealth management journey with financial skill power-ups.

This marketing campaign went beyond seasonal promotions, focused on a purposeful and customer-centric journey design. It
has also reinforced the profound promise from Hang Seng to empower people in pursuing their life goals with an empathetic
companion. More importantly, it marks a meaningful start to their reinvention of a better banking experience and to carry the
whole banking industry towards a more innovative future.

Comments from the Judges:
The campaign has effectively positioned the bank as a desirable choice among Gen Z consumers. The innovative approach
of transforming banking into an engaging gaming experience resonates well with this demographic, demonstrating a deep
understanding of their preferences and behaviors.

The campaign’s strategic use of gaming elements and culturally relevant communication has set it apart from conventional banking
marketing. An interactive digital platform invites customers to embark on a journey of exploration and discovery, fostering a sense
of empowerment over their financial futures. By focusing on how services are delivered rather than just what is offered, Hang Seng
has crafted an authentic and relatable narrative that captivates younger audiences.

The impressive financial results reflect the campaign’s success, with a notable increase in new account openings and heightened
brand awareness. Overall, it exemplifies a forward-thinking strategy that not only meets the needs of the new generation but also
positions Hang Seng as a leader in the evolving banking landscape.

Parties to be Recognized for Contributing to the Success of the Programme:
1. CMRS Digital Solutions Limited
2. Sunny Idea (HK) Limited
3. Zenith HK

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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Dinner 2024 souvenir programme.indd 43 10/4/2024 12:07:23 PM