IAB HK Digital Awards 2024: Best Use of Technology - BRONZE (Hang Seng x Hazel Brand Campaigns)

Campaign: Hang Seng x Hazel Brand Campaigns

Brand: Hang Seng Bank

Agencies: VML Hong Kong, AIR Concepts Limited

Challenges & Objectives

Hang Seng faced the challenge of creating a sustainable and scalable virtual brand ambassador that could stand out in a competitive market, overcoming the high costs and complexity of traditional approaches. The objective was to develop an exclusive yet cost-efficient virtual influencer, Hazel, to engage Hong Kong audiences broadly while reinforcing Hang Seng’s reputation as an innovative and creative industry leader.

Insight and Strategy

Insights

• Market Challenge: Traditional brand ambassadors (cartoon mascots, celebrities, C-level execs) lack scalability, exclusivity, or human touch.
• Virtual Influencer Potential: Digital personalities exist in other markets show promise but face traditional execution barriers:
  • High production costs
  • Complex CGI workflows
  • Inconsistent appearances
  • Limited scalability

Strategic Solution – Hazel 2.0

• Hyperrealistic Appearance:
  • Built with Unreal Engine (600+ facial expressions, 180 skeletal models) for lifelike visuals.
• Authentic Personality:
  • A fusion of technology and human artistry
• Live Interaction Capabilities:
  • Motion capture, real-time rendering (Unity) and FACS for seamless live events.
• Scalability & Cost Efficiency:
  • Overcame traditional CGI limitations to deploy Hazel across diverse touchpoints (ads, events, social).

Execution

Multifaceted Campaign Activation

• Music Video Star
  • Partnered with artist Gareth.T in Preferred Banking campaign as virtual MV heroine
  • Enhanced brand’s innovative and relatable image
• "Working Expert" Role
  • Collaborated with local brands (TamJai SamGar, Hong Kong Airlines, KOL Curry)
  • Created versatile, everyday-life content to boost relevance
• 3D Billboard Host
  • Hosted industry-first naked-eye 3D billboard in Tsim Sha Tsui
  • Promoted Payday+ benefits interactively
• Festival DJ
  • Engaged young audience as real-time DJ at Nextwave Music Festival

Corporate & Internal Engagement

• Internal Events Host
  • Strengthened employee engagement & company culture
• Industry Event Guest
  • Positioned Hang Seng as a marketing & tech innovator
• In-Branch Concierge
  • Served as Smart Concierge at TST branch
  • Enhanced customer experience with digital interaction

Innovation

• HK First virtual influencer in banking with real-time interaction capabilities
• HK First to deploy a hyperrealistic digital human (Hazel) using Unreal Engine
• HK First virtual influencer to feature in a music video as a lead character (with Gareth.T)
• HK First naked-eye 3D billboard host (Tsim Sha Tsui) with interactive brand messaging
• HK First branded virtual influencer to collaborate with multiple external brands (TamJai SamGar, HK Airlines, etc.)

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