Hawaii National Bank (HNB) has launched a new advertising campaign highlighting its commitment to local, neighborhood entrepreneurs, particularly those in Honolulu's Chinatown. The campaign underscores HNB's long-standing role as a supporter of small businesses that drive the local economy and shape the vibrant community identity of Chinatown.

W|W's approach for the campaign was built on a key insight: entrepreneurs are the lifeblood of Chinatown, contributing significantly to its dynamic and diverse culture. With deep roots in this neighborhood, Hawaii National Bank has been a behind-the-scenes partner for these entrepreneurs, helping them grow and evolve. The bank’s success in supporting local businesses has been a cornerstone of its identity as a Chinatown institution since its founding in 1960.

Based on comprehensive market research, W|W discovered two critical insights:

1. Businesses in Chinatown and broader Hawai‘i value a bank dedicated to their unique needs and conveniently located nearby.
2. There is a strong preference for a financial partner that is invested not just in their business but also in the community's growth and well-being.
These findings informed the campaign's strategy, guiding us to develop messaging that emphasizes HNB’s proximity and commitment to local businesses.

At the heart of the campaign is a :30 spot titled "Chinatown Anthem," crafted to capture the spirit of Chinatown's entrepreneurial community. The ad features powerful imagery and a compelling narrative that speaks to what makes a community thrive: the people who live, work, and feel at home there. The spot emphasizes the collaborative nature of community building and highlights Hawaii National Bank’s role as a supportive partner for local entrepreneurs.

This main piece was part of a broader media buy covering broadcast, digital, and social channels, ensuring the campaign reached a diverse audience across multiple platforms.

In addition to the "Chinatown Anthem" spot, the campaign also featured an ongoing series titled "Ask an Entrepreneur." This series has been a staple for Hawaii National Bank for several years, showcasing the stories of local business owners and how HNB has played a crucial role in their success. This year's series highlighted Bob Harmon of Eggshell Lighting and Kevin Balog of Kenworth Hawaii.

Bob Harmon’s story emphasized how HNB is a people-forward bank, one that truly understands its customers' needs. Meanwhile, Kevin Balog's story focused on the importance of multi-generational family businesses—a value that aligns closely with Hawaii National Bank's own heritage as a multi-generational family-owned business. Both stories reinforced HNB's position as a bank that deeply values relationships and is committed to the long-term success of local entrepreneurs.

The comprehensive campaign has successfully resonated with the community, reinforcing Hawaii National Bank's reputation as a cornerstone of local business support in Hawai‘i. By celebrating the entrepreneurs who are shaping the future of Hawai‘i, the campaign not only enhances HNB’s brand presence but also strengthens its connection with the community it serves.

As the campaign continues to unfold, Hawaii National Bank remains dedicated to empowering local businesses and supporting the economic growth of Hawaii’s diverse communities. With this campaign, HNB reaffirms its commitment to being more than just a bank—it is a true partner to the entrepreneurs who are building the future of Hawaii.