WHAT MOTIVATES YOU, MOTIVATES US.

TitleWHAT MOTIVATES YOU, MOTIVATES US.
BrandHUA-NAN BANK
Product / ServiceHUA-NAN BRAND IMAGE
CategoryA03. Online: Fiction
EntrantDENTSU ONE Taipei City, CHINESE TAIPEI
Idea Creation DENTSU ONE Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Judy Tao Dentsu One Taipei GM/ CCO
Hayley Wen Dentsu One Taipei GCD
Ben Chung Dentsu One Taipei ACD
Rex Chen Dentsu One Taipei AD
Winnie Cheng Dentsu One Taipei Copywriter
Timothy Yeh Dentsu One Taipei Copywriter

The Campaign

Hua-Nan is a traditional bank with a hundred years history, thus consumers take it as an old, untrendy bank. But from trend analytics, we noticed that the definition of old kept changing. Some young consumers even attracted to the old historical events, buildings or product. Therefore, we retranslated the old image of Hua-Nan not as stubborn or untrendy, but as intelligent and wide-minded. Because we have already served various kinds of consumers in Taiwan for a long time, we surely do understand that consumers do not only go to banks for remittance or mortgage, but for their faiths and motivation that kept them moving forward. We took 3 films adapted from 3 true stories happened in banks.

Creative Execution

We took 3 films adapted from 3 true stories happened in banks. The content of the stories we adapted was selected from three different relationships, including parents, teachers and students and dreamers and supporters. Due to the selection, we could strongly build up a connection between the brand and the consumers, leading to the great interactive and share rate on Facebook and Youtube.

# 8,364,908 Views # 3,303 Shares # 2,523 Comments

Hua-Nan Bank took 3 films adapted from 3 true stories for the 100th anniversary campaign in order to change the brand image from “old and serious” to a more positive way, and create a great exposure and social buzz. After releasing these films, we got many positive comments on Facebook fan page and greatly increased the engagement rate on it as well. Last but not least, we do successfully redefine Hua-Nan Bank’s brand image “old” into “wise and rich experiences” through the 100th anniversary campaign.

Hua-Nan is a traditional bank with a hundred years history, thus consumers take it as an old, untrendy bank. But from trend analytics, we noticed that the definition of old kept changing. Some young consumers even attracted to the old historical events, buildings or product. Therefore, we retranslated the old image of Hua-Nan not as stubborn or untrendy, but as intelligent and wide-minded. Because we have already served various kinds of consumers in Taiwan for a long time, we surely do understand that consumers do not only go to banks for remittance or mortgage, but for their faiths and motivation that kept them moving forward.

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