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Hang Seng Bank extends anti-fraud campaign to physical event

Hang Seng Bank extends anti-fraud campaign to physical event

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Hang Seng Bank has extended its recent online "Fraud Charts"(騙徒流行榜) campaign to offline by launching a physical anti-fraud concert to further enhance community vigilance against fraud.

Done in collaboration with DDB Group Hong Kong, the music concert, also known as 防騙應援音樂會, was held at Central Market last Sunday (10 March 2024), and featured performances from local band ToNick, per se, as well as local singers Serrini and Nancy Sit.

A spokesperson from Hang Seng Bank told MARKETING-INTERACTIVE that the extension campaign strategically blends online engagement with the irreplaceable energy of live events, demonstrating the bank's commitment to customer education in both the digital and physical spaces. 

Recently, Hang Seng Bank has partnered with local artists to recreate popular songs in response to raise public awareness about various types of fraud and educate the public on fighting them.

A total of six songs are launched on Hang Seng Bank’s online and social media platforms including YouTube. They include《長HACK廝守(真心不騙版)》and 《N.O.R.I.$.K (幻想破滅版)》from TONICK; 《來電安全隱患》and 《網購真美100%正貨版)》from Serrini; 《粉碎糖心TRAP》from per se; and 《皆大歡喜(全家都好幸福版)》from Nancy Sit.

Don't miss: Hang Seng Bank and local artists reinvent music into 'fraud charts'

By collaborating with artists who resonate across generations, Hang Seng Bank aims to spread crucial anti-fraud messages to a broad audience. The six songs, transforming familiar melodies into lessons of caution, address prevalent fraud schemes, reflecting the campaign’s extensive reach and impact. 

“Hang Seng Bank has taken a creative approach to fraud prevention with its ‘Fraud charts’ campaign, leveraging the power of music and local celebrities,” the spokesperson added.

Diana Cesar, executive director and chief executive, Hang Seng Bank, said: "To enhance fraud awareness among our customers and all Hong Kong citizens, we have collaborated with local popular singers and bands to launch the 'fraud chart’. Through creatively rewriting multiple popular songs, we aim to capture the interest of the public and provide more relevant anti-fraud information through various official communication channels."

Jordan Cheung, chief marketing officer at Hang Seng Bank, said, “Scams are a financial crime that can happen to anyone and so we really want our customers to know what to look out for. At the same time, we understand cybersecurity is not something everyone is interested in. We hope creating easily digestible information in the form of well-loved Cantopop songs will be an effective way to get some important messages across to help protect our customers.”

Hang Seng Bank has cited the Hong Kong Monetary Authority's data that, fraud cases in Hong Kong were up 42.6% in 2023 compared to the previous year, and involved more than HK$9 billion.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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