Durian has been tasked with elevating the image of Hang Seng enJoyCard, a credit card that excels in both “Groceries” and “Dining” benefits, offering exclusive year-round discounts at over 1,700 retail outlets and 400 restaurants. 

Idea & Concept

To refresh the card’s appeal and connect more deeply with the audience, Durian reframed the two pillars of everyday spending and dining offers as 日常 (Everyday) and 日嚐 (Every Taste). The concept highlights how the enJoy Card transforms daily routines into extraordinary experiences:

日常 日嚐 更非常 enJoy
(Everyday, Every Taste, enJoy the Extraordinary.)

Creative Execution

Drawing inspiration from the vibrant ribbon on the card face, the concept positions the enJoy Card as a gateway that transports users from the mundane to a colourful new world. Two visual devices, a shopping cart and a giant fork, distinctly represent 日常 (Everyday) & 日嚐 (Every Taste).

Social Activation

To showcase the extraordinary dining network, we collaborated with celebrities, KOLs and social pages on a social media wall game, 日嚐更非常挑戰 (“enJoy the Extraordinary Prize Game”). Its simple yet engaging challenge invited HongKongers to guess the total number of partner restaurants spanning from Tsuen Wan to Causeway Bay, generating an overwhelming response.

Scope of Work

• TVC / Video
• Key Visual
• OOH
• Social activation
• Digital
• POSM