Hang Seng Bank ties 80th anniversary to TVB game show 'Minute to win it'

This 20-episode game show debuted on TVB Jade last Sunday. Maxus Hong Kong, which has been serving Hang Seng Bank for 10 years, has helped the bank to become the title sponsor.

Ebby Lai, Maxus' associate planning director, who leads the Hang Sang Bank account, told Campaign Asia-Pacific that the game show presented an opportunity to take part in something positive within the Hong Kong community.

In the show, the HK$1 million (US$128,000) grand prize is meant to help the winners to fulfill their dreams. Each contestant has to describe their dream when they apply to participate. That makes the game a good match for the bank, Lai said, because its mission is to become the best partner with customers to pursue their dreams through the different stages of their lives.

According to CSM, which does the TV ratings in Hong Kong, the game show has received 30 average rating points, the highest of the past three years.

Apart from the title sponsorship, the brand has created a tailor-made TVC, and as the game show is also running on TVB.com and the broadcaster's mobile platform, Hang Seng's branding is extended to multiple platforms.

"Minute to win it’ originated on NBC in the US in 2010 and has spread to more than 40 countries, as well as board games and a Wii game. Contestants take part in a series of 60-second challenges using objects that are commonly available around the house. For example, contestants in the first episode had to hang six or seven clothes hangers from each other without the hook of any hanger resting in the corner of another hanger.