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Dah Sing Bank explores youth market with BabyJohn

In a bid to shake off the shackles of its rather old school brand image, Dah Sing Bank has rolled out a new digital platform You Banking, targeting the young.

To back its refreshed target group,  the bank has partnered with PHD Hong Kong and local creative firm Firebean to launch an ad commercial today to help promote its new focus, spearheaded by a viral video starring local star BabyJohn.

Dickson Chan, managing director of Firebean, told Marketing the video leverages on BabyJohn’s passionate and vivid personality from the movie The Way We Dance, to breathe new life into the family-owned bank.

Dah Sing Bank is hoping to take a larger slice of the younger market from the likes of HSBC, Standard Chartered and Hang Seng Bank, which have established mobile banking systems for the younger segment.

The newly-established You Banking platform marks its first step to tap into the growing digital realm with its first integrated banking service mobile app unveiled yesterday, and an official Facebook page set up only last month.

The campaign covers online, print and OOH executions. A digital campaign on social media and a making-of video will be launched in near future.

Client: Dah Sing Bank
Creative: Firebean
Director: Dickson Chan
Acting director: Ng Ho Yin
Media: PHD Hong Kong
Planning manager : Wilson Wong
Senior buyer : Joe Chu
Media executive : Alley Wong

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