Hang Seng Bank steps up e-banking push

The burst, which forms part of Hang Seng’s brand rejuvenation effort launched last year, targets young, affluent consumers with the message that the bank provides genuine insights and understands the local community.

Developed by Leo Burnett Hong Kong, the strategy employs Law, an architect known for blending building designs with technology across Asia and the Middle East, to convey the message that Hang Seng uses technology to make life easier. “The creative idea draws parallels between Law’s designs and the design of Hang Seng’s e-banking service, by pointing out that both use technology to better cater to human needs,” said Lilian Leong, Burnett management supervisor. “His unique ‘cybertecture’ philosophy is in line with Hang Seng’s e-banking service.”

Running across terrestrial and out-of-home television, the commercial uses a testimonial from Law in which he discusses ‘cybertecture’, and relates it back to Hang Seng’s online platform.

According to Leong, the latest initiative dovetails with the bank’s wider ‘Genuineness’ platform established last year. Previous executions of the Hang Seng campaign have included Charles Yip of Oto for small and medium enterprise banking services; Olympic medallist Lee Lai Shan for investment services; and classical music conductor Yip Wing Sei for insurance.