The Challenge
Dah Sing Bank’s new loan products in Hong Kong lacked awareness and a resonant story to connect with locals—leaving the brand unseen and undifferentiated in a competitive market.
The Solution
We rooted the campaign in local culture, tying financial challenges to deeply held Feng Shui beliefs around marriage, home-buying, and family planning. By partnering with celebrity mystic 七仙羽, we crafted humorous, relatable video stories and key visuals that positioned Dah Sing Bank as the trusted ally for overcoming life’s financial hurdles—while fostering authentic community connections.
The Results
• 37% increase in loan applications during campaign period
• 89% positive sentiment across social media mentions
• 1.4M+ engagements with 七仙羽 collaboration content
• 24% uplift in brand preference among target demographics
My Role
Creative Strategy, Storytelling Concept, Art Direction