Hong Kong – Hang Seng Bank has partnered with DDB Group Hong Kong for its latest anti-fraud campaign that uses Cantopop songs to help customers identify sophisticated financial scams.
Developed by DDB Group Hong Kong, the campaign uses familiar Cantopop songs with reworked lyrics to provide consumers with helpful information on financial scams. The song lyrics contain information on different types of fraud, including how to identify scam calls, tests, online sellers, and social accounts.
To ensure that the campaign also gains more traction, the song featured a lineup of artists such as Tonick, Per Se, Serrini, and Nancy Sit that can appeal to various demographics and cover the bank’s diverse customer base.
While this is not the first time that Hang Seng Bank has featured Cantopop artists in their campaigns, this is the first time that the bank has been able to incorporate financial messages into the melodies.
The campaign is Hang Seng Bank’s response to the increasing fraud cases in Hong Kong. The bank is investing their resources in ensuring that people have awareness of the various forms of fraud and that they understand the best prevention strategy to avoid becoming the next victim.
The songs are accompanied by music videos and a live performance at ‘Hang Seng Bank Anti-Fraud Music Concert’. In partnership with the Hong Kong Monetary Authority, the free concert featured all the singers performing their anti-fraud song renditions to heighten public awareness of fraud prevention.
Jordan Cheung, chief marketing officer at Hang Seng Bank, said, “Scams are a financial crime that can happen to anyone, and so we really want our customers to know what to look out for. At the same time, we understand cybersecurity is not something everyone is interested in. We hope creating easily digestible information in the form of well-loved Cantopop songs will be an effective way to get some important messages across to help protect our customers.”
Also speaking on the campaign, Koman Ko, managing partner at DDB Group Hong Kong, added, “We really enjoyed the challenge of decoding fraud information and creating more understandable messages in the form of catchy lyrics. We hope the outcome is entertaining and, most importantly, arms customers with information to protect themselves from being scammed.”
