Best Bank Social Media Campaign

Wing Lung Bank, founded in 1933, is among the oldest local Chinese banks in Hong Kong. Following its motto of “Progress with prudence, service with sincerity”, the Bank provides comprehensive banking services. Wing Lung Bank became a member of China Merchants Bank Group in 2008 and subsequently a wholly-owned subsidiary of the Group in 2009.

Although the Bank has been founded for 82 years, it does not limit itself to the traditional advertising border for the banking industry. Wing Lung Bank puts its effort on social media to expand the market segment, build and create bonding with people through new advertising channel.

Wing Lung Bank chose WeChat as the first step into the digital world in 2014 because WeChat is an innovative mobile social communication application for international users. Moreover, WeChat is an instant two-way communication channel, brand can communicate and manage followers wants, needs or questions through a complete admin platform to provide better service experience.

A brand mascot is a common way in branding design, mascot usually makes people feel young, energetic and innovative. Brand mascot is not common on branding in the bank industry, hence the birth of WLB Superhero! WLB Superhero is exclusive on WeChat to attract its target audience of youth and young adult segments.

As a result of this social media campaign, WLB Superhero, Wing Lung Bank’s Official Account on WeChat recorded over 438% increases in followers within the period from the June 2014 (month of campaign launch) to the January 2015 (month of submission).

Contributors:

Wing Lung Bank Digital Channel Marketing & Management (Head):	Takus Lo
Wing Lung Bank Digital Channel Marketing & Management:	Liszt Choi
Solo Digital Communications Ltd. (Account Director):	Jaclyn Yuen
Solo Digital Communications Ltd. (Creative Director):	Erica Law
Solo Digital Communications Ltd. (Account Servicing):	Abraham Wu
Solo Digital Communications Ltd. (Creative):	Bom Wong

WING LUNG BANK LIMITED

Website: www.winglungbank.com

Location: China

About the Agency:

Solo Digital Communications Ltd - A young and energetic digital marketing agency that provides strategic all rounded digital ideas for advertisers ranging from social media marketing, community management , digital consultancy and production. We’re a community which consists of individual talents with various skillsets and passionate to provide quality service. A stage for both crew and clients to achieve the best performance.