Hong Kong – As the line between reality and the virtual world is disappearing in favor of the metaverse setup, Hong Kong-based bank Hang Seng Bank has introduced its new key opinion leader: meet Hazel, a virtual spokesperson for the bank’s digital banking brand.
True to Hazel’s mantra of ‘It’s our world now!’ to communicate a virtually-integrated lifestyle, Hang Seng Bank aims to showcase with their latest virtual persona on how technology and innovation have released many of life’s constraints, making it possible for people to do more and achieve more.
Hazel first debuted on Instagram during Christmas 2021, where she shared visions of a young and active lifestyle that slash marks fashion, sports and other creative arenas. She even released a collaboration with Hong Kong-Canadian singer-songwriter Jay Fung.
Her first appearance in Hang Seng Bank’s promotional video was released this month, where it focuses on discovering the new era of digital banking and feeling empowered to achieve #AllOfTheAbove—an ideal lifestyle with unlimited possibilities.
Lucia Ku, head of customer propositions and customer management at Hang Seng Bank, and the one who spearheaded this virtual persona launch, said, “We want Hazel to embody young ideals. When we set out to develop Hazel, we surveyed nearly 750 young people between the ages of 18 and 30 to deepen our understanding of their preferences and attitudes to life. We then injected the essence of our findings into the personality of the character created.
According to the campaign, Hazel is a 25-year-old teen with diversified interests and skills. She is at once an illustrator, a model and a dreamer. She seizes every opportunity to play to her strengths and try new things. She is also a fashion trendsetter who is passionate about music, art and sports, particularly yoga. Hazel’s life philosophy echoes that of many young people: she aspires to be independent, impatient to lead a life full of excitement, is able to explore at will, try new ideas and experiences, and always ready to take on new opportunities.
In addition, Hazel’s digital-savvy, slasher-focused approach to life reflects Hang Seng’s deep understanding of customers’ changing attitudes and needs. It is emphatically focused on innovation and advancement to provide seamless online/offline, omni-channel future-proof banking services that empower its customers to, like Hazel, choose #AllOfTheAbove.
