According to Shera Lee, senior vice-president, head of consumer banking, Fubon Bank, the bank has a relatively young history in Hong Kong since rebranding two years ago.
The new campaign seeks to give Fubon an edge among other tier-two players in Hong Kong, while positioning itself as a more serious future contender to the top players in the category, including HSBC and Hang Seng.
“Since 2005, we really only have a two-year history, so it is important for us to position clearly to our customers our corporate philosophy of value banking, the essence of the ‘why not’ spirit and our ‘can-do’ attitude,” said Lee.
Developed by Grey Worldwide Hong Kong, the communications burst builds on the ‘value banking’ proposition previously established, with the latest instalment communicating to customers that they will receive more from their banking experience, encouraging them to ‘expect the unexpected’.
The campaign, which is being spearheaded by a 45-second television commercial along with print and outdoor, asks a series of apparently unanswerable questions —such as ‘Why can’t you smell colour?’ — before demonstrating the answer.