Hang Seng reinforces commitment to everyday banking solutions

Hang Seng Bank has reinforced its position by highlighting the advancement of its service touchpoints in a new campaign.

Titled “Embracing warmth in banking” (恒嘗溫度 恒生服務), the campaign aims to empower customers with greater convenience, accessibility and confidence throughout their everyday banking journey, a Hang Seng spokesperson told MARKETING-INTERACTIVE.

Developed in collaboration with creative agencies Uth Creative Group and VML Hong Kong, and media agency EssenceMediacom, the service-focused campaign is designed to resonate with all segments of Hong Kong’s population. “From daily commuters to digital-savvy users, it speaks to the needs of the mass segment–those who rely on banking as an essential part of their everyday lives,” the spokesperson added.

The campaign rolls out in phases, kicking off with the first episode: the enhancement of banking services at MTR network. It features a working professional who heads to an MTR station after work to exchange Japanese yen, worried he might be too late. As it turns out, the newly upgraded offerings, including extended service hours and a broader ATM network, allow him to complete the transaction.

“This pillar sets the tone for a series of service upgrades designed to elevate customer experience across key touchpoints. In the weeks that follow, additional episodes will be introduced, each reinforcing Hang Seng Bank’s commitment to making everyday banking more seamless."

Moreover, the spokesperson highlighted the bank’s partnership with MTR: “It allows us to serve customers at over 90% of MTR stations. Through this initiative, we deepen that connection by enhancing service touchpoints across the MTR network—bringing greater ease to daily commuters and reinforcing our presence in the heart of Hong Kong’s working community. It’s a powerful expression of our commitment to being present, relevant, and responsive—wherever our customers are.”

This campaign centres on reshaping how people perceive banking–moving from a traditionally distant, transactional experience to one that feels warm, personal and human. "Hang Seng Bank seeks to build emotional resonance by showing that we not only understands customers’ needs, but proactively enhance their lives through thoughtful, everyday solutions."

To reach a broader audience, the campaign runs across digital, social and branch channels, ensuring customers receive a consistent message whenever and wherever they engage with Hang Seng Bank.

“By aligning our messaging with the lifestyles and culture in Hong Kong—especially around family, community, and convenience—we craft storytelling that is both customer-driven and insight-led. Each service feature is brought to life through relatable narratives that reflect the rhythms of daily life and the distinctive character of working in Hong Kong,” said the spokesperson.

Don't miss: Hang Seng Bank unites HK villain actors to fight scams

Back to September, Hang Seng Bank ramped up its anti-fraud measures by enlisting four Hong Kong actors to promote scam awareness through a reimagined song. The four actors include Michael Wong (王敏德), Timothy Tse (鄭子誠), Justin Cheung (張建聲), and Sammy Sum (沈震軒), who are renowned for their villainous roles in the entertainment industry, according to the release. 

Running from September to December, the campaign is done in collaboration with local creative agency BYFA Consultancy and media agency EssenceMediacom Hong Kong. A spokesperson from Hang Seng Bank told MARKETING-INTERACTIVE that it is a fresh and creative way to build on last year's efforts to raise public awareness around fraud prevention, during which it collaborated with local artists to recreate popular songs and educate the public about various types of fraud. 

Related articles:

HSBC plans to privatise Hang Seng Bank and delist its shares
Hang Seng Bank unites HK villain actors to fight scams
Hang Seng Bank launches anti-fraud specialist team across 21 branches