M19. Best Use of Short Video

Despite strong brand awareness in Hong Kong’s personal loan sector, Promise faces declining consideration from digitally-savvy younger consumers. They are gravitating towards agile, app-centric virtual banks and rival providers, exposing Promise’s underdeveloped mobile app recognition and perceived innovation, thus jeopardizing future relevance and market share.​
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Communication Objective: Strategically reposition Promise as the innovative digital personal loan leader. Drive awareness and adoption of the updated Mobile App, leveraging the “GO SMART” message to highlight its seamless experience and capture the digitally-native youth market.​

Through a solid understanding of the audience, we uncovered that conventional loan providers were widely perceived as slow and opaque, clashing fundamentally with this demographic’s inherent desire for instant, worry-free money management and younger customers’ unique hesitations, especially if they are loan newbies. These profound insights became the bedrock upon which we built our subsequent communication “Go Smart With Promise”.