Background

A hambitious but fictional bank. With the Chinese year of the pig approaching, we wanted to wish our clients ‘gong hei fat choy’ in a memorable way. So instead of sending the usual ‘lai see’ red envelopes and generic spam, we did something different… we built a fictional brand full of porky puns, humor and culturally relevant details to celebrate the year of the pig. In doing so we showcased our creativity, local understanding and porcine knowhow - ensuring we would be top of mind for our clients in the coming year. Enter: Piggybank. A new financial services brand that’s entirely fake, but 100% fun.

Describe the creative idea (40% of vote)

Solution We wanted to pay homage to the mighty pig in every aspect and, whilst keeping it fun, also instill a sense that this could be a real start up challenger brand. We aptly named it Piggybank.

Describe the execution (40% of vote)

We built a visual identity inspired by the fin-tech industry. We made sure we made a pigs ear of it and indulged in pork puns a plenty. We mocked up all collateral elements, built a live webiste and even created branded pigs ear Lai See packets which we posted out to clients/piggybanking customers. We then annoucned the launch of our hambitious new bank via an EDM which told our story and directed people to piggybanking.com, and then our agency website.

List the results (20% of vote)

Purpose + Results Piggybank was met with rave reviews from our clients and was picked up by various industry publications including Capiagn Asia and Marketing Magazine. The open rate for the EDM was well above average for the creative industry (36.8% compared to 25%) and the click rate was over triple the average (10.4% vs. 3.1%). Most importantly, we had fun creating the brand and brought some festive cheer to everyone’s inbox – and we’ve had numerous new business leads since it launched. Watch this space…