Prestige Banking: The CFO Promotion

Affluent families in HK are facing increasingly complex, multi-generational, and cross-border wealth management needs which traditional privilege-based banking is insufficient to cater the demands.

To address this, Hang Seng Bank enhanced its Prestige Family+ financial solutions, evolving from a single CFO “Chief Family Officer” connection to family network extension, empower them with practical tools and emotional support to make their role easier and unleash the team power.

To extend the idea, we promoted our endorser - Sandra Ng from Local CFO to Global CFO, and engaged our CFO masterclass of each generation through comprehensive communications included real-life scenario product education, 1st Ever Family+ Carnival, strategic outdoor placement, tailored social engagement and data-driven content. As a result, we generated significant attention and buzz, transforming our CFO campaign into a platform that fosters bonding, not just banking.