Challenge
Fubon Credit aimed to launch the new Boni Personal Loan Mobile App in Hong Kong with the goal of standing out in a competitive market. The key objective was to drive app downloads and attract Facebook & Instagram followers while enhancing brand awareness. The challenge was to create a campaign that not only differentiated the app but also emphasized its values of providing support and convenience to users, all while fostering engagement with both online netizens and local communities.
Solution
To address the challenge, Layman Marketing leveraged Fubon Group’s celebrity resources, partnering with the well-known cheering team “Fubon Angels” from Taiwan. We came up the core message , the “Boni Mission 笑住幫你”, that Boni gives you a helping hand to regain strength and carry on with life like a guardian angel. The campaign themed “Boni 笑住幫你 輕鬆做自己,” was kick-started with a launch event at Fashion Walk, followed by Boni Express and roadshows across central business districts and residential areas. The offline events engaged Hong Kongers with complimentary hot coffee and drinks, creating a positive and energetic atmosphere around the app. Throughout the period, social posts and KOL collaboration on staying positive (in the form of a street interview video), promoting the app benefits and updating the events; were kept rolling to sustain online exposure.
Outcome
The campaign successfully differentiated Boni in a competitive market, driving both app downloads and social media engagement. The collaboration with the Fubon Angels generated massive online media coverage. The roadshows and events spread across key locations in Hong Kong, generating buzz and fostering a deeper connection with the public.
