HSBC Premier establishes new brand identity

Hong Kong - JWT Hong Kong has rolled out a new campaign for HSBC Premier targeting the mass affluent demographic in a way it believes bucks the usual premium banking marketing.

The campaign aims to redefine the category of premium banking for mass affluent consumers who are currently not premium banking customers but are qualified to join. The challenge is to create a new HSBC Premier product that is relevant and appealing to them but not through the typical "red wine, red carpet" approach.

"The tone of the whole campaign is tailored to talk on the same wavelength of these new customers that we are trying to attract. This is best demonstrated by the new look and feel of the communication, in particular the photography style which we have adopted. To our target customers, ‘premium' is about experiencing the richness of life, so the whole campaign is filled with very vibrant colours and interesting visuals as opposed to your usual, cliche and indeed stuffy premium banking imageries of red wine and Ferraris," Alex Fu, business director, JWT Hong Kong said.  

The creative execution launched in two phases. The initial phase focuses on celebration as the key theme with the depiction of fireworks in its creative to symbolise a new day for premium banking. Subsequent executions will showcase the core product features of HSBC Premier such as its credit card and wealth management services.

The campaign rolled out early this month and will run till mid-June. The trunk medium revolves around print and is supported by OOH at Causeway Bay, Cross Harbour Tunnel, tram shelters and zone domination at Central MTR station as well as in-branch presence and a complete series of below the line collaterals.  

Mindshare Hong Kong handled the media buying and planning duties for this campaign.