PROMISE brings loan wisdom to life with 'my PROMISE Club'

PROMISE Finance Hong Kong is taking its customer support spirit to the next level by launching the "my PROMISE Club," a community dedicated to "loan smart" where members share and exchange smart tips on borrowing.

This comes as PROMISE, despite over 30 years of operating in Hong Kong with a financial literacy programme for those in financial difficulty, now faces fierce competition from new entrants. To stand out, the brand needs to build thought leadership and position itself as a responsible Japanese international corporation.

The campaign, available until the third quarter of 2026, is created in collaboration with Cheil PengTai Hong Kong. It aims to establish a new brand voice that can connect with the general public, as well as Millennials and Gen Z, at key touchpoints. 

Breaking through consumers' stereotypes and misconceptions about traditional borrowing, the club is built around the core concept of "loan smart" and is dedicated to promoting "loan intelligence”. It has introduced a brand-new lending standard - loan intelligence quotient (LQ) — leading the borrowing industry toward a more rational and intelligent dimension.

To support the brand's new concept, PROMISE has invited popular duo FAMA as “masterminds” (腦大) to oversee the big picture, alongside Yanny, Sinnie, Mui, and Elka of local girl group Lolly Talk as the “four brain leaders” (四大掌腦) and image ambassadors for “my PROMISE Club”. Each brings unique traits to promote smart lending and deliver a fresh borrowing experience.

The “mastermind” and “four brain leaders” each specialise in a different aspect of loan smart. FAMA leads the way on smart lending. Yanny brings flexible repayment with no early repayment penalty. Sinnie delivers 24/7 fast cash via the PROMISE app. Mui ensures first-time borrowers make a smart, trustworthy choice. Elka offers zero fees and daily interest, paying only for the days borrowed.

To mark the official launch of “my PROMISE Club”, PROMISE has released a new TV commercial. Led by the “mastermind” FAMA, the “four brain leaders” from Lolly Talk guide viewers to unlock “loan wisdom” and enter the new world of loan smart. 

PROMISE has also turned loan knowledge into a fun quiz. The “Loan quotient type indicator” (LQTI) test is now live on the official my PROMISE Club Instagram account. It helps people discover their borrowing style and loan wisdom type through games. After finishing the quiz, participants can win collectible cards of FAMA and Lolly Talk, including rare transparent limited-edition cards.

To bring the "loan wisdom" concept to the public, PROMISE hosted its first “my PROMISE Club” fan meeting at Central Market atrium on 31 May, featuring interactive sessions with FAMA and Lolly Talk members Yanny, Sinnie, Mui, and Elka. FAMA shared practical loan insights, while each Lolly Talk member represented a distinct LQ profile to help attendees identify their own borrowing style. Together, they showed how loan smart techniques enable a safer, more flexible, faster, and higher-value borrowing experience. 

In the event, Lolly Talk also teamed up with KOLs Ka Ying, Freeeboyzzzz, Killer, and Ice to take the LQ test and invite the audience to participate. A card machine was also available, allowing participants to complete tasks and earn limited-edition collector's cards featuring FAMA and the Four Brain Leaders.

The campaign will roll out a second wave of initiatives, including out-of-home (OOH) advertising, as well as social media and KOL content, according to PROMISE.

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