Stephy Tang takes on relationship adviser role on behalf of livi bank

Virtual bank livi bank has just rolled out a campaign featuring singer and actress Stephy Tang with multiple touchpoints, telling the benefits of the bank's latest livi PayLater Mastercard. In the TVC, Tang acts as a relationship adviser in a series of videos to handle the problems of audiences. In the online videos series, which will be released weekly from early next week, she remedies various relationship disputes, offers advice and tells the benefits of the flexibility of being able to "buy now, pay later” with livi PayLater. She advises couples to share decision-making, not to settle for less than they deserve, and not to limit themselves. 

The campaign will run through to the end of August and features TVC, outdoor, full-funnel digital and social media, with the integrated media strategy designed to maximise awareness and impact, driven by media partner iProspect Hong Kong. 

“We are incredibly excited about being the first virtual bank in Hong Kong to introduce this payment method and know it will appeal to the many Hong Kong people who want to be smarter about their purchasing payments but still live within their means," said Michelle Chan, director, marketing, business development and innovation at livi bank. "Providing customers with greater flexibility in making payments is yet another way our customers can live your way with livi, and we hope this campaign encourages people to manage their money in a way that works better for them and their lifestyles," added Chan.


"Being able to 'Buy Now, Pay Later' is an exciting new way to pay, we not only needed to educate about the product, but really show people the greater payment freedom it provides," said Marco Lam, MD of experience design at DDB Group Hong Kong. He added that experiencing the product through these various entertaining scenarios will hopefully help ensure PayLater is a consideration whenever people make purchases, and customers can take advantage of the payment flexibility when it suits them.

The livi PayLater product offers instalment payments for purchases. The livi PayLater Mastercard can be used to pay in-store or at any online merchant worldwide and allows customers to set up automatic instalments from their account, with payment terms able to be easily customised for each purchase. 

Credits:

livi bank
Director of marketing, business development and innovation: Michelle Chan
Head of brand and marketing communications: Lydia Chung
Marketing manager: Rachel Ng
Social media manager: Gloria Lau
Brand and communication manager: Ricky Lau

DDB Group Hong Kong
Chief business officer: Leo Tsui
Executive creative director & managing director of experience design: Marco Lam
Creative director: Christel Chong
Associate creative director: Cola Chan
Senior art director: Zephyr Yung
Art director: Ruth Wong
Copywriter: Lim Leung
Group account director: Noc Choi
Senior account manager: Joyce Chan
Account manager: Daniel Kam
Account executive: Joe Cheung
Senior planner: Ronald Lee
Head of film & content production: Jacie Tan
Studio: Nelson Fung
Studio: Wing Yiu Tang

iProspect Hong Kong
Business director: Polly Ip
Integrated business director: Calvin Leung
Digital group head: Sam Wan
Senior planner: Uki Chow, Medo Ng
Media planner: Eunice Cheng

Senior Buying Manager: Ella Cheung

Media Buyer: Katelyn Cheng

Digital Performance Manager: Alex Chen

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