Fubon Bank brings dodgeball spirit to financial planning

Fubon Bank (Hong Kong) has launched a new brand campaign to empower customers to seize opportunities and take charge of their own path in Hong Kong’s fast-paced city life.

Also known as “FU LIFE 活在新可能,” the campaign is built around the theme of “active control in life". It has drawn on dodgeball as a metaphor for both life and financial planning.

While playing dodgeball, success depends on quick reactions, smart positioning, and most importantly, trust among teammates. Fubon Bank believes life works the same way. No one can handle everything alone. Seizing opportunities and overcoming challenges both require trusted support, and that is exactly the role the bank plays for its customers.

Fubon has appointed local actor Eddie Lam (林堡熙) as the campaign ambassador. He embodies the campaign's core spirit of "seamless role switching through control." Lam is a member of the Hong Kong dodgeball team and serves as a dodgeball ambassador for the Dodgeball Association of Hong Kong, China. Beyond his athletic pursuits, he runs a dodgeball club as an SME entrepreneur and also works as a KOL, model, and actor.

With Lam as the campaign ambassador, his success across these diverse fields shows that control is transferable from one role to another. Fubon Bank believes that with the right mindset and a reliable partner, anyone can master any role.

The "FU LIFE" campaign has brought  the idea of "control" to life across four key areas, each supported by Fubon Bank's tailored solutions. In the dodgeball scenario, the campaign highlights precision and timing amid urban speed and pressure, encouraging customers to seize the moment and act with confidence, backed by Fubon+ Mobile Banking.

In the career or SME scenario, it promotes proactivity to gain an early advantage in a competitive business environment, supported by "Fubon Corp+" corporate mobile banking.

Beyond work, the lifestyle scenario addresses urban burnout and distraction by promoting mindfulness, encouraging customers to value themselves and live in the present, complemented by Fubon Credit Card offerings. Finally, the future planning scenario focuses on stability and steady progress toward secure wealth growth amid uncertainty, underpinned by Fubon Wealth Management Services.

The campaign has rolled out and will continue over the coming weeks, bringing to life Fubon Bank’s vision of being the preferred partner that walks alongside customers - helping them seize every opportunity and move forward with confidence.

MARKETING-INTERACTIVE has reached out to Fubon Bank for more information. 

Don’t miss: Fubon Bank opens inaugural offshore branch in Shenzhen

Fubon Bank has been rolling out initiatives to empower customers while deepening its regional presence. Most recently, it opened its first offshore branch in Shenzhen, positioning the city as a key financial services hub within the Greater Bay Area (GBA).

Located in Qianhai, the new branch boasts a sleek, contemporary design with spacious, light‑filled interiors. The team currently numbers around 20 staff. "Over the next three years, we plan to scale the team to approximately 50 professionals. Recruitment will focus on high‑calibre talent across IT, industry research, risk management and client relationship development."

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