Zero Finance bridges generational divides of wealth in rebranding campaign

Hong Kong-based fintech company Zero Finance has launched a major rebranding campaign for its hero product, X Wallet. Conceived to probe how the definition of true wealth had shifted over time, the campaign showcases the quick-witted exchanges between two outspoken celebrities representing different generations.

Running until the end of August, the campaign includes a video ad that stars a pair of Hong Kong celebrities who in many ways epitomise the personalities of two different generations – Anthony Wong, an icon of Hong Kong cinema, and Denis Kwok, also known as 193, a pop singer and TV personality.

The thematic video kicks off with the battle of the generations already underway. Wong is the worldly-wise, sophisticated don whose views have been shaped by decades of hard-won experience. Kwok, in contrast, is the brash, confident Gen Z poster child with a mind of his own.

The two engage in a game of verbal one-upmanship in which the time-tested wisdoms offered by the former are quickly countered by the latter with a blend of spontaneity and swagger that is very much a product of the Gen Z mindset.

Within the video ad, Wong finds himself challenged at every turn. His assertion that it can be costly to quit your job without another lined up is met with the insight that idle youth has its own cost too. When he opines that fashion always goes out of style, the other argues that short-lived glamour is better than no glamour at all. And he offers the age-old adage that wealth is built only with hard work, the retort is that money makes money if you’ve mastered the art of timing. It’s not all one-sided, though.

Behind Kwok’s tongue-in-cheek comebacks to his wise adversary’s time-tested insights is not only a young impulsiveness but a well-reasoned, fresh take on the accumulated wisdom of the past.

Done in partnership with creative agency Narrow Door and media agency PHD Hong Kong, this new-generation perspective on time and wealth dovetails with X Wallet’s five-second AI approval and interest-free three-part repayment – two features that combine unprecedented time savings and financial flexibility.

Kwok, having brought Wong around to his way of thinking, exhorts the audience with the campaign tagline - Act now! Outsmart the 99.9%! This reference to “the 99.9%”, a current catchphrase on Threads, the social platform of choice for Gen Z netizens, is a clear signal of X Wallet’s ability to speak its customers’ language.

In terms of marketing strategies, a spokesperson from Zero Finance said the campaign leverages a communications approach that breaks away from typical category norms, which often feature female brand ambassadors and catchy taglines.

"Instead, we take a more thoughtful route, whether it may be through our choice of ambassadors creative style where we aim to provoke audiences to rethink spending norms and inspire our audience to embrace a new lifestyle empowered by our offerings – X CASH, an AI-powered loan product with approval results that can be as quick as five seconds and X Pay, a payment service that allow users to break their purchases – no matter how small - into instalments over three months."

This is supported by a high-impact channel deployment strategy designed to drive standout visibility and engagement, added the spokesperson. "Also considering that our choice of brand ambassadors is unconventional for the category, and our videos are designed to provoke thought, our channel selection is video-centric and prominently showcases our ambassadors. We aim for this to be a 'talk of the town' campaign." 

The video campaign – one thematic and two tactical executions – also includes a number of shorter engagement videos, and out-of-home activations that include site domination at two major MTR stations, outdoor TV and mega billboards at strategic locations.  

Mercer Ng, director of brand and marketing at X Wallet, said, “Gen Z people have their own ideas on a lot of things. That is especially true when it comes to time, experiences and money. And we have the products and technologies that fit their financial temperament. The challenge was to avoid the pitfall of projecting a faux-trendiness without a message that’s relevant to their worldview.”

The campaign represents the first major foray into the financial sector for local creative agency Narrow Door. Its director Terry Tsang said, “The older generations will always be a source of invaluable insight and experience. But for this brief, we wanted to reverse the relationship for a change. Instead of young people inheriting the previous generation’s wisdom, we wanted to show that it can go both ways – just every once in a while, the wise can learn a thing or two from the young too. If that helps different age groups to understand each other better, then this campaign will be a total success.”

"We’re proud to collaborate together with Narrow Door on this high-impact branding campaign for Zero Finance – a launch that not only injects fresh energy into the category but also underscores their drive for innovation." Samuel Ho, general manager, PHD Hong Kong.

Related articles:

Zero Finance picks new agency to handle X Wallet's media biz