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ASEAN Bank Elevates Itself Alongside Biggest Brands With CNY Branded Content
To usher in the Year of the Rat, Hong Leong Bank (HLB) has released a short film entitled “The Grown Ups’ Table”, created in collaboration with agencies m/SIX Malaysia and Naga DDB Tribal.
The three-and-a-half-minute short revolves around the humorous attempts of a young girl who aspires to sit at the adults’ table during reunion dinner. After an intensive brainstorming session on how to make the move to the “adult table”, she starts mimicking her older relatives to convince them that she is an adult.
According to ASN data, Hong Leong is conservative in its sponsorship and content investments, usually spending in the US$20k-300k range (in recent years), capped by a short-lived partnership with the Shanghai International Elite 10k Race in Oct 2018 (US$300k). It also has a string of art-related deals – among both Performing and Visual Arts – but in a much lower, tighter range (US$20k-38k) – with the likes of Singapore’s Esplanade, hosting festivals like the Huayi Festival and Moonfest: A Mid-Autumn Celebration.
The company’s move into a Branded Content short film for the Spring Festival follows a precedent set by much larger brands – including Nike, Airbnb and Apple – who now make a Chinese New Year film a mandatory part of their annual marketing efforts.
