Hang Seng Bank empowers HK Workers to grow wealth with new campaign

Tapping into the working population's desire for salary raises, Hang Seng Bank has launched the campaign "Preferred Banking x PayDay+ – Plan smart! Maximise every dollar of your salary" to connect with potential customers.

This comes as a recent survey conducted by the bank reveals that over 400 working individuals in Hong Kong, aged 18 and above, are saving an average of almost 30% of their monthly income to maintain financial flexibility.

To meet the dynamic wealth management and lifestyle goals of these savvy savers, Hang Seng Bank has launched enhanced PayDay+ offers tailored to payroll customers, helping them maximise their income's value simply and flexibly.

A spokesperson from Hang Seng Bank told MARKETING-INTERACTIVE that the campaign targets Hong Kong’s working population, particularly the younger generation under the age group of 20 to 40. 

To maximise the impact of the campaign, Hang Seng Bank has partnered with local singers Kaho Hung, Kiri T, and Gordan Flanders, who are popular among Gen Z, alongside local actor Eric Kot, the bank’s endorser since 2024. This collaboration also seeks to sustain the “Plan Smart (神部署)” creative platform and narrative, launched in October last year to connect with Hong Kong's younger generation and empower them to own their financial futures.  

Don’t miss: Hang Seng and Eric Kot empower youngsters to own their financial futures 

Running from May to June 2025, the campaign includes a thematic video featuring the three singers and Kot across major media platforms and on the official Hang Seng YouTube channel. In the thematic video, the singers demonstrates to Kot how to increase their salary without changing jobs using Hang Seng Bank’s PayDay+ payroll services. The campaign will also be promoted through mobile and outdoor advertising.

Rannie Lee, head of wealth and personal banking at Hang Seng Bank, said: “Hong Kong workers are renowned for their dedication and hard work. With many individuals saving a substantial portion of their income, we understand our essential role in supporting customers in achieving effective financial management and wealth growth.”

“We are thrilled to introduce our more extensive PayDay+ offers that makes saving and investment for additional income effortless. Our commitment is to partner with our customers on their financial journeys to reach their financial and life goals,” Lee added. 

Back in April, Hang Seng Private Banking presented the “Savour the culinary extravaganza, taste the thrill” initiative, offering an unparalleled journey of culinary artistry and entertainment to consumers, and served as a prelude of the endless extraordinary experiences yet to come in 2025.

The event invited second and third-generation family members including Ayla Sham, a prominent Gen Z fashion icon and the second-generation celebrity who shared her insights; chef Kwon Sungjun, champion of Netflix’s acclaimed culinary competition "Culinary Class Wars", and chef Hung Po Fat, executive chef of The Penthouse, for their extraordinary showcase of culinary artistry.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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