WeWa HK bolsters playful brand identity with new campaign

PrimeCredit’s subsidiary brand WeWa has unveiled a new campaign to strengthen its bold and playful brand identity as well as introducing the new self-select category feature for cash rebates.

Running from August to September 2025, the campaign targets young adults aged between 18 and 35, with a strong focus on Gen Z audience.

At the heart of this campaign is WeWa’s core DNA - play. From the offer to the tonality, everything is built to resonate with how our audience lives, spend, and enjoys life.

Done in partnership with creative agency Secret Tour Hong Kong and media agency Wavemaker Hong Kong, the campaign kicks off on Threads, featuring local actor Ng Siu Hin - officially appointed by Meta as the “Threads管理員” - as the face of the campaign.

His lighthearted, relatable style helps us bring that Play spirit to life across all touchpoints — from TV and digital to outdoor and social. More social content featuring Ng will be rolled out in phases to keep the momentum going and spark ongoing engagement, especially with our Gen Z audience.

The campaign is amplified through a through-the-line approach, covering TV commercials, out-of-home ads, social media including Instagram, Facebook and Threads, and digital platforms.

Rachael Wong, chief business officer, PrimeCredit, said, “Play first or earn first? It’s a dilemma that comes up often— especially among Gen Z. Some believe in living for the moment, others focus on saving for the future. At WeWa, we say: why not both? We reward you for enjoying life — so you can play more, earn more, and keep going."

Don't miss: PrimeCredit reinforces itself as a trusted emergency contact in new campaign

Most recently, PrimeCredit also 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."

Related articles:

UEFA refreshes brand identity for better digital and partner support
PrimeCredit reinforces itself as a trusted emergency contact in new campaign