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.

While we successfully established "Chief Family Officer" as a household term last year, many consumers remain unfamiliar with the full potential of the product. This year, we delved deeper into the Family+ account and our newly launched products, crafting an engaging educational journey through video series. We elevated the CFO narrative by incorporating realistic everyday scenarios, demonstrating how prestige banking seamlessly integrates into daily life, ensuring every CFO is fully equipped to make the most of their family’s finances.

To further bring the CFO masterclass to life, we have leveraged tailored social engagement, data-driven content, and strategic outdoor placements to maximize diverse lifestyle coverage and generate wide interest among families. As a result, we created significant attention and buzz, transforming our CFO campaign into a platform that fosters bonding, not just banking.