Background

The banking and finance market is very competitive, and in recent years the rise of virtual banks have made the marketplace more crowded than ever before. Also, pandemic changed HongKongers to be more digital centric, which drastically reshaped the consumer behavior. Though PrimeCredit is still the best preferred FI, our brand consideration recorded a drop in 2020. Since HongKongers have been exhausted due to pandemic, we hope to connect with HongKongers to show our support with our professionalism and resilience through digital concert, which echos our brand slogan “I get you! I’ve got your back!”, not just promoting our product features, and music is an ideal medium to connect with audience as it triggers profound emotional experiences. Therefore, a branded digital concert is triggered to develop an engaging and interactive brand experience that motivates HongKongers under the tough environment in pandemic.

Describe the creative idea

We seized interest in Cantopop to host the first-ever branded digital concert in the loan category, and we invited 2 popular local boy bands (RubberBand and ToNick) purposefully to highlight the “brotherhood” aspect of our brand message. Through their authentic and home-grown voices, Cantopop resonates powerfully with Hong Kong audiences, making it the perfect medium to create emotional attachment with our brand while providing an engaging experience that integrates PrimeCredit’s brand essence throughout the campaign. Cantopop’s link to local culture is a perfect fit for our brand slogan, which is also based on local slang. We further heightened the relevance of our concert by positioning it as delivering positive vibes as Hong Kong carries on and overcomes the pandemic. Fitting our Brotherhood theme, the concert’s setup, song selection and rundown are also closely matched for a clear and consistent message.

Describe the strategy

Our strategy is to provide an entertaining and meaningful brand experience to our consumers, in a way that is positive and energetic, aiming to drive brand consideration and strategically convert show audiences into custom audience lists to pave for sustaining loan acquisition campaign. We made use of the performance of locally-produced inspirational Canton-pop songs by 2 popular local boy bands (RubberBand and ToNick) who process same positive and energetic image as our brand. We also commissioned a branded TVC song “Ride the Wind and Waves 乘風破浪” which was specially remixed for the show. We themed the concert with BROTHERHOOD from the setup, song selection to rundown, which directly references our brand spirit. Even the signature location for the show (Kwun Tong Vehicular Ferry Pier) was chosen because of its relevance to local collective memories. Adapting to the pandemic’s new normal, we naturally pivoted to

Describe the execution

Throughout our execution, it was important to us that our music event had to be more than an ordinary title sponsorship. Not only did we commission branded songs, remixes, and visual design directions that match with our brand, from setup to song selection, are also themed. Also, viewing of the music show was designed to tackle the pain point on concert-viewing under COVID-19, such as cross channel broadcasting and application-free. We deepened our local connection with home-grown media partners (MOOV, ViuTV, Viu.com) during concert production, broadcast and catch up, boosting consumers’ resonance with the brand and stirring up collective resilience of HK community under pandemic. Because we share similar market positioning and common values of being of HongKongers, for HongKongers.

Describe the outcome

Campaign results: -Total show engagement of 657k+ views, with live unique views that was 87% better than the average views of live show given by our media partner* *Source: MOOV Audience results: -Audience’s positive sentiment was 19x better than our last activation campaign, and 56% ahead of our key competitor’s campaign in a similar period* -Social active engagement power was 122% greater than our key competitor’s campaign. Campaign Talkability (total 80k+ likes) across KOLs, media pages, and brand pages* *Source: Social Listening Report from Social Power Brand results: -Best top of mind Awareness in the 4 years (at 31%)* -Reversed declining trend of brand consideration, and achieved 6% gain instead with 2020 *Source: Local Loan Branding Study from Ipsos Asia Limited Business results: -New customer drawdown increased 68% from all channels* *Source: Comparing the data in Aug – Oct 2021 with Aug – Oct 2020from PrimeCredit internal report