M01. Best Data Driven Campaign

Evolving 2024’s “Plan Smart” platform, Hang Seng Bank addressed customers’ salary stagnation crisis with “Plan Smart. Maximise Every Salary Dollar.” Campaign. We reframed banking’s role from a transactional relationship to a career empowerment partner by Carrying You From Salary Pain to Salary Gain. The provocation: “Want a raise? Don’t switch jobs. Switch where your salary goes.”

Through celebrity-driven entertaining and joyful narratives, provocative teasers, and a multi-stage engagement strategy that broke Hong Kong’s salary taboo, we normalized salary conversations and surprised the market with upgraded payroll offerings.

This campaign brought exceptional business growth and successfully strengthened Preferred Banking with its high CP value proposition empowering the working mass to control finances and achieve evolving life goals—setting new industry standards for how banking meaningfully integrates into people’s lives and solves their pain points.