How Wing Fung launched a new unit with HK$200,000

With a tight budget, Wing Fung Financial Group has rolled out a campaign to introduce its new division Wing Fung Credit Limited, targeting young generation.

The video, costing less than HK$200,000, is a joint creation with production house Dynamic Innovation.

Under a punch line "I need a loan. You are not alone", the clip hinged on the marvel movie craze to develop a superhero storyline told by celebrity YouTube stars Gingerlemoncola and Kung Fei Lung.

Felix Chan, managing director of Wing Fung Credit Limited, told Marketing that local content is key for low cost strategy.

"To standout in the competitive consumer finance and credit market, we need to adopt a fresher image to speak to younger generation in Hong Kong. Marvel character would be the answer.

Without a specific KPI, Chan admits the video aims at pure brand awareness.

"We based on iconic Marvel characters from the likes of Hulk and King Kong and added a little local pun in order to introduce our new division to consumer.”

Behind the scenes: