WeLend leverages AI to empower HKers to live in the moment

Local online lending platform WeLend has launched its first brand commercial leveraging Google Gemini, encouraging Hongkongers to take action now and live the life they deserve.

This comes as WeLend recognises that Hongkongers often postpone quality time or special occasions with loved ones, telling themselves, “maybe later” or “we’ll find a time later.” However, it's easy to get caught up in daily life and delay what truly matters. The campaign aims to convey that WeLend can empower Hongkongers to take action now and live the life they deserve, without waiting for “later”.

Also known as “Embrace your race against time” (與時競賽 超越每個時刻), the three-month long campaign is done in collaboration with Google Cloud Hong Kong, One Cool Group and local creative agency The Secret Tour. 

As part of the campaign, WeLend has launched a brand commercial created with Google Gemini, highlighting its AI capabilities to enhance customer support through a more humanised experience.

According to the release, this AI approach extends beyond marketing, also streamlining the loan process and improving customer experience, empowering users to capture every moment with their loved ones.

The video features WeLend ambassador MinChen and vividly portrays the busy lives of Hongkongers, highlighting the sacrifices made due to limited time, such as a working father missing his child's milestones and couples struggling to celebrate anniversaries.

WeLend recognises the importance of efficiency and time management for Hongkongers and utilises its AI analytical technology to quickly understand customer needs, helping them compete with time and plan for the future.

While Chen serves as the main character in the advertisement, multiple scenes and character images are created based on her likeness. Additionally, more AI-generated versions of her in various forms will be introduced.

The campaign will be promoted across various media channels, including television, MTR, and outdoor advertising, in the coming weeks.

Created with Google Gemini, WeLend said the video not only transforms traditional video production methods by producing high-quality and creative content but also streamlines the production process, presenting a new advertising format that combines innovation and technology.

The campaign strategy revolves around a video-first approach aimed at establishing an emotional connection with customers. Through compelling visual storytelling, it seeks to convey our brand's commitment to swiftly resolving the financial challenges faced by individuals.”

Kevin Tsang, head of marketing, WeLab, said: “I am thrilled for our groundbreaking Hong Kong first AI-generated TV commercial, a testament to WeLend’s, a subsidiary of WeLab Bank, commitment to innovation and customer-centricity. This launch marks a pivotal moment for our brand, showcasing how technology not only enhances efficiency but also deepens our connection with customers by resolving financial challenges swiftly.”

Don’t miss: WeLend launches brand campaign to introduce WeScore for improving customers' financial health

This isn't WeLend's first campaign highlighting its AI lending features. Back in 2018, it introduced the concept of "AI Min Chen" (AI 明禎) by collaborating with singer Eason Chan to create a six-and-a-half-minute romantic short film featuring WeLend's AI capabilities in instant loan processing. In the film, Chen plays both a flight attendant and a robot, conveying the theme "Now is the best moment" (即刻，就是最好時刻).

By 2022, the advertisement featured both human and AI Min Chen, with the human version embodying a more mature charm, symbolising the synergy between humans and AI.

Related articles:

WeLab Bank names new head of marketing
WeLab Bank concludes media pitch for HK
WeLend launches brand campaign to introduce WeScore for improving customers' financial health