WeLend launches emotional campaign with Eason Chan and MinChen Chia

WeLend has launched a new campaign to translate its technological expertise to an emotional selling point featuring MinChen Chia and Eason Chan. The video aims to bridge both the rational and emotional benefits of WeLend.

The 'micro-movie' uses Eason Chan’s newly released Cantonese song – Am I Me (漸漸), to build and drive the sentiment of 'Seizing the Key Moment' and builds on the proposition of seizing key moments through WeLend's instant loan approval through the use of AI for instant credit assessment. The idea is to reach clientele beyond the current online-savvy audience into the traditional loan segment, as internal research showed that the brand anchored strong product brand image and experience, but lacked emotional connection with consumers

In the first four days after launch, the video has amassed 1.5 million views and more than 700 shares.

Emily Chow, head of marketing & product of WeLend commented that "the whole journey is not easy from having the idea of producing a micro movie to making it happen with Eason Chan as the main actor. Thank you for the all the trust that we gained from him and his management, our senior management and the supports of our full team, we believe this campaign will bring us to the next level of success."

Cathy Cheng, partner at Mindshare, said, "Before the official launch (of the micro movie), we have inserted unbranded front cover on newspaper to arouse anticipation featuring ViuTV logo for creating indigenous experience. This is our first-ever co-operation on ViuTV & their Facebook page. We continuously sustain the momentum in other video and impactful OOH. By now, there is close to 1.5M views of the micro movie within four days time, which reflected the outstanding and encouraging result of this brand campaign."

Client : WeLend
Media Agency : Mindshare HK
Creative Agency : Metta Communications Limited