Page 71 - MA2025-Souvenir-Programme

Excellence Award

“Prestige Banking: CFO Promotion: How Banking Bonds Family”
Hang Seng Bank

As definitions of “middle class” and “family” evolve, Hang Seng Prestige Banking steps forward with a transformative vision:
empowering affluent households through its Family CFO (Chief Family Officer) concept. The ‘CFO Promotion: How Banking Bonds
Family’ campaign reimagines financial management—not as an individual burden, but as a shared family endeavor.
Win for the CFO: At the heart of this campaign was the market-first “Family+” account, demonstrated by the beloved CFO Sandra
Ng and her family, empowering CFOs to manage their household finances seamlessly on a unified platform. This removed the
pressure of daily money micromanagement and allowed Family CFOs to focus on strategic lifegoals while regaining personal time.

Win for the Family: Hang Seng’s approach fostered financial autonomy with cohesion. Multi-currency Debit Cards gave each
member spending power both locally and globally, while the CFO maintained holistic oversight via Hang Seng Mobile App. Tools
like Global Money+ enabled efficient, cross-border financial management — fostering intergenerational financial literacy and
stronger family bonds. Real-life stories from Sandra and everyday families made the experience relatable, practical, and easy to
adopt.

Win for the NEXT-GEN:
Even the youngest members are not left behind. With practical tools and initiatives like NewGen CEO Incubation Programme,
children in Family+ households gain early financial skills, nurturing future-ready CFOs and establishing lasting brand affinity.

Win for the Bank:
The campaign solidified Hang Seng Prestige Banking’s unique family proposition among affluent middle-class families, while
naturally driving sustainable cross-selling and increasing balance share.

By nurturing a collective and sustainable family financial ecosystem at the center of banking innovation, Hang Seng has redefined
industry norms—bridging generations, geographies, and lifestyles. This is not just a financial platform, but a blueprint for affluent
household success in modern Hong Kong.

Comments from the Judges:
It was commended as a visionary campaign that transformed the landscape of prestige banking by redefining wealth as a shared
family journey. With sharp insight into modern affluent households, Hang Seng advanced the Chief Family Officer concept into
a holistic ecosystem that connects generations through trust, collaboration, and purpose. The campaign elevated banking from
transactional service to a meaningful expression of family values and continuity.

The campaign captured attention for its strategic clarity and flawless execution. From creative storytelling to product integration,
every detail reflected discipline, foresight, and an acute understanding of customers’ evolving needs. The casting of Sandra Ng
and Vincent Kok brought humour, warmth, and authenticity — humanizing wealth management and making complex financial
ideas emotionally accessible. The campaign’s ability to merge commercial outcomes with cultural resonance demonstrated a rare
balance of creativity and precision.
Delivering record participation and strengthening Hang Seng’s leadership in the affluent segment, the campaign stood as a
benchmark of emotional intelligence and strategic innovation — showcasing how a local brand can help families grow together
across generations.

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2025