PrimeCredit reinforces itself as a trusted emergency contact in new campaign

PrimeCredit has reinforced its brand image and its ambassadors 安信兄弟 as a trusted source of contact for consumers during uncertain times with its new campaign.

The campaign, titled "緊急聯絡人 - 安信兄弟" comes with a tagline "明！撐你！", embodying a unique human connection that sets the brand apart, said a spokesperson from PrimeCredit.  

"Through innovative creativity and strategic outreach, we aim to engage our audience deeply, reinforcing our position as a market leader while enhancing our brand's preference and likability."

Running from 21 July until the end of 2025, the campaign targets general loan customers and credit card revolvers. Done in partnership with creative agency To Be Honest, the campaign aims to position 安信兄弟 as the trusted "Emergency contact” for customers, ensuring that all needs—big or small—are addressed promptly, said the spokesperson. 

“Since 2016, PrimeCredit has introduced the brand proposition – ‘Always supportive and helpful’. Succeeding previous branding campaigns over the years, Hongkongers associate and recognise PrimeCredit well on 安信兄弟 and 明！撐你！in the strongly competitive market,” the spokesperson added. 

“Under the environment full of uncertainty nowadays, people not only look for pure support, but also actual action. 緊急聯絡人 is the one who can give you a sense of certainty and reliability. This strategy outlines our commitment to exceptional service, customer engagement, and brand growth.” 

The campaign is amplified via multiple channels such as TV, out-of-home ads on bus bodies and bus seatback stickers, MTR stations, digital billboard in Causeway Bay and ChargeSpot screen and chargers. Digital banner ads and social media will also be leveraged. 

Don't miss: Survey: HK Millennials and Gen Z drive 76% surge in revolving credit

In fact, the campaign also comes as consumers in Hong Kong are increasingly preferring the value and convenience of revolving lines, mostly offered by digital banks responding to consumers’ needs, with Millennials and Gen Z accounting for 40% and 30% of recent revolving line originations respectively, according to a survey by TransUnion.

According to the survey, consumers in Hong Kong are increasingly choosing the value and convenience of revolving lines, mostly offered by digital banks responding to consumers’ needs, with demand throughout the year in 2024 trending well above the prior year levels.

Enquiries for this product increased by 25.2% year-over-year (YoY) between September and November 2024, and revolving line origination volumes, a measure of new accounts opened, were up 76.4% YoY in the June to August 2024 quarter (the most recent available data due to reporting lag).

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TransUnion: Hongkongers prioritise revolving line payment obligations over loans and credit cards
Survey: HK Millennials and Gen Z drive 76% surge in revolving credit