The ad, developed by Leo Burnett to promote Hang Seng's recently enhanced Prestige Banking services, aims to give more depth to the Hang Seng brand by showing that it understands the true value of wealth lies not so much in increased spending power but in wider choice.
Lilian Leong, management supervisor for Leo Burnett Hong Kong, said: "We are not trying to compare ourselves with others on a parity level. (This) tries to go deeper about the value of money." Leong described the new ad, a more thematic approach for Hang Seng than previous product-based TVCs, as a bold departure for the banking category.
"In the highly competitive premium banking market, marketing tactics like incentives, premiums and portrayal of the luxury lifestyle in advertisements are a dime a dozen. In order to cut through the clutter and reach the target we decided to drop the cliché," Leong said.
The new ad, due to break early July, will be supported by a print, outdoor and below-the-line campaign.