Mox Bank employs fitness metaphor to demystify tax loans in new campaign

Mox Bank has launched a new campaign, "Instant loan: Your personal trainer (PT) for the tax season", using a fitness metaphor to drive uptake of its tax loan products.

Done in collaboration with creative agency BYFA Consultancy and media agency PHD, the campaign runs from the end of October 2025 to the end of March 2026. It is structured in two phases to align with the tax season cycle. The first phase, occurring in October and November, targets individuals receiving tax bills and exploring solutions. The second phase, from December to March, focuses on the peak tax payment period, with the main promotional push taking place.

A spokesperson from Mox Bank told MARKETING-INTERACTIVE that the initiative targets digitally savvy professionals aged between 30 and 45 who actively manage their personal finances and prioritise control and flexibility over their cash flow.

The campaign is centred around three thematic videos that bring the "personal trainer" concept to life. The videos feature a man growing exhausted in a gym while using various machines, only for a trainer portrayed by Hong Kong actress Sofiee Ng to appear and relieve his stress.

In the first video, the man runs on a treadmill, symbolising the financial principle of ensuring him can keep up with repayments before borrowing. Ng then appears to ease his strain by introducing a tax loan with flexible repayment dates.

Meanwhile, the second video uses weightlifting to symbolise the man's financial burden, with the trainer highlighting the product's low annual interest rate as a way to lighten this heavy load. The final video features battle ropes, illustrating the speed of instant cash approval upon application.

To reach wider audiences, the campaign has employed a multi-channel approach, including a diverse range of out-of-home (OOH) advertising channels, such as taxi sides, seatback stickers, bus panels, and outdoor billboard. "Additionally, we leveraged digital platforms such as Uber's app, programmatic advertising, YouTube, and influencers to target our audience. We also partnered with ViuTV for brand awareness and credibility to further amplify our message."

In terms of marketing strategies, the spokesperson said the brand introduced the campaign as a memorable hook because its target audience is often health-conscious and fitness-focused, and accustomed to seeking professional advice. 

"We are extending the familiar concept to financial optimisation, this makes loan feel like a smart, proactive choice to maintain control over their finances, just as they would hire a trainer to manage their fitness. The messaging will pivot to highlight the tangible benefits that make Mox instant loan the superior choice—low rate that is very competitive, flexible repayment that gives them control, and an instant quotation on APR that respects their time. "

Jayant Bhatia, chief business officer, Mox Bank said, “We have invited Ng, who is actually planning to apply for a personal trainer license, to play the role as a personal trainer. Just as a personal trainer helps you optimise your fitness, Mox Instant Loan is your partner in financial fitness, offering competitive rates, flexible repayment and instant APR quotations to keep you in control of the tax season.”

"Through our 'Instant loan is your PT for the tax season' campaign, we are not only providing our customers with a convenient and competitive loan solution, but also reaffirming our commitment to being a trusted partner in their financial wellness journey, helping them achieve a healthier financial future," he added. 

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