UA Finance taps Chrissie Chau to reinforce its market leadership

UA Finance has launched a new campaign featuring brand ambassador Chrissie Chau (周秀娜) to reinforce its position as Hong Kong’s market leader in money lending.

Developed in collaboration with creative agency The Bread Digital and media agency WPP Media, the campaign centres on the commanding slogan “Go big, go UA. The largest in Hong Kong.” (有大搵大，唯有UA全港最大). The core objective is to project confidence, scale, and dominance in a competitive lending market. 

At the heart of the campaign is a new commercial featuring Chau, whose image embodies the confidence and dedication UA Finance seeks to convey. The spot seeks to visually reinforce the brand’s promise of being Hong Kong's largest and most trusted financial partner.

Beyond traditional branding, the campaign has placed a heavy emphasis on customer experience and digital conversion. Addressing the demand for instant service, UA Finance is promoting WhatsApp as a key application channel. The service promises “dedicated personnel are online, read messages will always receive a reply” (專人在線，已讀必回) to ensure responsiveness, paired with a tailor-made offer to drive adoption.

The campaign has employed a comprehensive online-to-offline (O2O) strategy. To deepen consumer engagement, UA Finance has launched a prominent outdoor activation at Island Beverley Shopping Centre. This initiative will feature an interactive game designed to offer real-time incentives, moving beyond mere awareness to foster a tangible connection with the public.

In addition to this, eye-catching features of a giant 3D “UA SUNBAY arm” are featured on bus shelters in Causeway Bay and Tsim Sha Tsui. This bold installation seeks to powerfully symbolise UA's commitment to supporting the public, and also embodies its core values and the slogan “Helping you with a helping hand, easing your mind” (助你一臂 鬆一口氣). 

To maximise reach, the campaign has deployed an extensive media strategy across high-impact channels. The rollout includes TV, online platforms, and public housing TV, as well as mass transit visibility across MTR and bus shelters, ensuring the "market leader" message permeates daily life in Hong Kong.

Elvis Yan, chief marketing officer at UA Finance, said: "Our new campaign featuring Chau is a bold statement of intent. We are the largest and most reliable choice for the people of Hong Kong. Chau's giantised presence in this commercial powerfully embodies our core message, showcasing our leadership in the market while resonating both visually and emotionally with our audience."

Don’t miss: UA Finance taps former child star Eric Cheng to hype armwrestling championship

Back in September, UA Finance sponsored the Hong Kong International Armwrestling Championship 2025, adding a dynamic touch to the event with former child star Eric Cheng (pictured right) featured in its promotional campaign.

Cheng shot to fame after starring in the classic 2001 government commercial for the Social Welfare Department, which includes the memorable line, "Just when I was about to play ball, it started to rain. Is even the weather against me?” (打波先嚟落雨, 唔通連個天都唔鍾意我呀?)."

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