In 2020, WeLab Bank entered Hong Kong's competitive virtual banking market, needing to quickly establish a distinct brand and acquire customers. The challenge was to develop a campaign that resonated with young Hong Kongers (18-30), differentiated WeLab Bank from competitors, and drove app registrations. Standing out required a campaign that was both innovative and deeply connected to Hong Kong culture.

The objective was a campaign website that not only resonated with this digital demographic but also offered a compelling reason to download and register. This demanded an engaging solution strategically aligned with WeLab Bank's ambition to become a leading virtual bank in Hong Kong.