BREAK YOUR OWN NORM: The origin story of the BYON brand
Starting a new brand based on a new vision
Looking to reshape the old perception for borrowing amongst the younger generation, ORIX envisioned starting a new sub-brand focusing on integrating loan services that allow zoomers and millennials to smartly take financial control in their daily lives. Having this in mind, we co-developed the brand story and identity of the new BYON (”Break Your Own Norm”) brand and launched a brand activation campaign with ORIX.
Project link: https://byon.com.hk/en/index.html
SERVICES
INDUSTRY
LEAD TIME
2 months
YEAR
2022
A new brand is born: developing a unique and memorial brand
Building a consumer finance brand with an attitude.
Establishing the foundation of the new brand’s proposition, identity & story
Having identified the new sub-brand as a financial solution provider offering FinTech activated lifestyle-oriented personal loan products, we eyed on crafting experiences offering solutions more than just a temporary aid of present situation, but sustainable means commemorating progressive positive changes in life. For this to happen though, we ask our target segments to take themselves see possibilities that lie ahead; that, requires them to break old perceptions, break free from their own norm, and redefine values.
Andthat, was where “break your own norm” came from. This spirit is signified through our story, narratives, design, solutions, and experiences.
Channeling idealism into action
Within 5 months since the launch of the BYON brand in April 2022, we’ve been successfully promoting our brand message to our target segments and bringing positivity and possibility to our customers.
The BYON official website
Within the first month of the creation of BYON, our brand story and design elements were ready for used for our website and the TU partner sales portal.
Break Your Own Norm branding video
A 15s and 30s version brand video were distributed across social channels, SOGO LED display, and sponsored TV show on ViuTV to maximize reach.
Watch now: https://youtu.be/kryQHzWBUS8
The BYON GO! experience truck
BYON GO! Truck traveled around Hong Kong, shouting out to those who dare to "Break Your Own Norm" to take up the BYON challenge during weekends to drive leads.
Social blast on the brand story
Covering brand and service content to build brand awareness and develop trust and loyalty with consumers.
MTR OOH advertising at Central
BYON’s first-ever OOH was featured in one of the busiest MTR stations in Hong Kong, targeting higher net worth Zoomers & Millennials.
Motivating you to think BYON to be what’s beyon’.
Credits
Terry Luk / Project Lead
Don Chan / Creative Director
Kelvin Choi / Senior Art Director
Wingyee Mok / Senior Art Director
Timmy Chiu / Senior Project Executive
Ginny Kong / Digital Project Executive
Dorby Leung / UX/UI Designer
Kelvin Lam / Senior UX Designer
Jasper Wu / Copywriting Lead
Fanny Luk / Senior Creative Copywriter
Kevin Lau / Senior Digital Analytics Analyst
Bill Yu / Lead Frontend Developer
Herman Lam / Senior Frontend Developer
Results
- 13.7M+ SOGO TV impressions
- 443k video views
- 46k+ unique official page views in 5 months
- 16k+ like & share engagements
