Mox taps Trial and Error founder to educate workers on salary growth

Mox Bank has launched a new campaign to promote its banking solutions amidst hard times, showcasing how these offerings can help the working group supplement and increase their income during economic downturns via flexible deposit products.

In a conversation with MARKETING-INTERACTIVE, Igor Lau, chief customer officer, Mox Bank, said that the campaign, titled "Bureau of salary growth", empowers customers to maximise their savings and enhance their financial security by highlighting the benefits and flexible features of Mox’s digital banking solutions, providing timely support for those seeking to grow their salary and maintain financial wellbeing in challenging times.

Running throughout August, the campaign features So Chi Ho (蘇致豪), who is one of the founders of Hong Kong’s popular YouTube channel “Trial and Error”. With recent news of its year-end shutdown, fans and netizens have been curious about the founders’ next moves.

“Seizing this moment, we’ve invited So, whose relatable image connects with everyday workers, to be the ‘Bureau of salary growth’s secretary.’ He is the ideal ambassador to show how Mox’s deposit products can help people boost income and enhance financial security during tough times,” added Lau.

Targeting working professionals seeking to maximise their cash savings, Lau said that the campaign has employed a multifaceted marketing strategy designed to maximise engagement and relevance among Hong Kong’s working class.

Central to the approach is high-profile influencer collaboration, notably appointing So, beloved by local audiences through the "Trial and Error" YouTube channel. This leverages current public attention around the channel’s closure and channels curiosity toward the campaign. It is done in collaboration with creative, PR and event agency BYFA.

To amplify reach, the campaign has integrated digital storytelling across YouTube, social media platforms, and targeted online ads, ensuring consistent messaging and high visibility. Content features relatable scenarios, highlighting how Mox’s deposit products can tangibly enhance income and financial security, particularly during economic downturns. Interactive elements, such as short films and behind-the-scenes content featuring So, foster emotional connection and authenticity.

Additionally, the campaign has strategically utilised newsjacking by aligning its launch with trending discussions of "Trial and Error’s" future, generating buzz and organic press coverage. Partnerships with popular working-class forums and community groups have further deepened engagement, while simple call-to-actions and easy-to-understand product explanations ensure accessibility for all.

"Together, these strategies build credibility, trust, and enthusiasm for Mox’s financial solutions, positioning the Pay Raise Bureau as an empowering resource during challenging times."

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