HSBC Premier Advertising Campaign
01
Background
Under the circumstances after the pandemic, every Hong Kong family is unique and is evolving as they make bold moves forward to face the challenges head on. In light of this, we have worked with HSBC Premier to launch the #ThisIsMyFamily campaign to support the local families every step of the way, along with a new suite of products and services.
02
Campaign Idea
To demonstrate the idea, we developed 3 stories of Hong Kong families that have championed through change via a series of thematic videos, depicting how the astronaut family, family with stay-at-home dad and LGBTQ+ family have embraced change and made bold life decisions with HSBC Premier.
03
OOH
Through key visuals and outdoor ads which illustrated different types of family portraits, the Premier branding and visual identity were also refreshed to line up with the ambition to reinforce the brand identity of HSBC.
04
Social Content
The campaign is followed by an array of captivating social content and functional ads, each intricately portraying how diverse families have fearlessly embraced change, embarking on audacious life choices with the unwavering support of HSBC Premier. Our triumph lies in the seamless fusion of engagement and acquisition, a testament to the resonance we've cultivated with our audience.
05
Result
The heartfelt messages were spread around Hong Kong to reiterate the progressiveness of HSBC Premier, with 92M+ impressions, 547K+ clicks, and 5.3M+ video views reaching over 6.4M people. After launching this campaign, about 70% of the mass affluent audience agreed that HSBC had taken a big step forward in terms of diversity and inclusion.