Created by agency-of-record Leo Burnett, the campaign aims to demonstrate how customers entrust their wishes to the bank, using a pixellated version of its corporate ID to symbolise ‘wish bubbles’.
Hong Kong people engaging in various activities characteristic of the city are featured in the TVC, accompanied by wish bubbles that attempt to convey the hopes and dreams that they one day aim to accomplish.
Hong Kong people engaging in various activities characteristic of the city are featured in the TVC, accompanied by wish bubbles that attempt to convey the hopes and dreams that they one day aim to accomplish.
The client tasked the agency with strengthening a more progressive image with the Hong Kong public, which includes such new additions to the product offering as its recently-launched mobile fund trading service.
“The bank wants to have a more progressive image, without alienating their more mature customers,” said Connie Lo, ECD of Leo Burnett Hong Kong. “So the TVC covers people in all walks of life, especially focusing on the up and coming affluent young people.”
Leo Burnett GM Lilian Leong described the concept as “a poetic but highly emotional appeal”. “Every time people deposit money into the bank, it is not just a financial transaction. They are depositing their wishes and dreams into the safe hands of the bank, and the money is the tool to achieve their dreams and goals,” she explained.
GroupM agency Maxus handled media buying and planning for the campaign, which, in addition to TV, includes print and outdoor, along with an online component.
“It takes time, dedication and consistency to build a successful brand campaign,” added Leong. “The anniversary TVC is not just an advertisement, but an integral part of a bigger and ongoing brand-building effort.”
