HSBC connects with diverse customer segments through Rube Goldberg machine

In celebration of its 160th anniversary, HSBC has collaborated with its media partner OMG and subsidiary creative and content division, Fuse, to unveil a video showcasing how the bank connects with diverse customer segments via its bespoke "Rube Goldberg Machine" installation at the HSBC Main Building.  

The campaign kicked off with a 30-second video released on 4 March, showcasing the Rube Goldberg journey and inviting viewers to explore HSBC's rich history from the comfort of their homes, preceded by the full documentation released on 8 April. 

As part of the full documentation, a local kinetic mechanism artist has been invited to bring this vision to life, creating an immersive and playful storytelling experience that showcases HSBC’s 160-year journey. 

The journey begins with a ball rolling past the desk of founder Thomas Sutherland and the two iconic lions, Stephen and Stitt (named after senior executives at the time), followed by the creation of the hexagonal logo by Henry Steiner, as well as the lights illuminating the main building.  

Starting with shipping services—HSBC's foundational role in local and international trade, heavily reliant on ships for information transfer—the video sees the growth of HSBC represented through historical banknotes printed on a rotating ring track, transitioning to chequebooks and the evolution of credit cards.  

Vintage commercials play on a retro TV, leading viewers to a screen showcasing the arrival of the banking app. The journey peaks with the PayMeow - the character from PayMe by HSBC—underscoring HSBC’s digital transformation, culminating with a piano tribute to the composer of the HSBC theme song: a celebration of a remarkable 160-year journey through time. 

In addition to the video and the Rube Goldberg Machine installation, HSBC has tapped Fuse to deliver a total of three installations. Alongside the Rube Goldberg Machine, the team has created an immersive time tunnel that takes visitors on a journey through HSBC's illustrious history, showcasing key milestones and innovations that have defined the bank over the years. Additionally, a giant birthday cake installation serves as a festive centrepiece, symbolising HSBC's 160th-anniversary celebration. 

This installation goes beyond a marketing initiative; it offers a culturally enriching experience that blends art, history, and innovation, turning a standard educational journey into an engaging adventure, and making it an Instagram-able destination for visitors. 

“We are pleased to unveil this Rube Goldberg Machine Installation to kickstart our year-long 160th anniversary celebration. This innovative installation is designed to transform archival elements into modern, interactive and dynamic exhibits that connect us with diverse customer segments,” said Cheuk Shum, head of marketing, wealth and personal banking, Hong Kong, HSBC. 

“We are delighted to see Hongkongers visiting and capturing moments with the installation—exactly as we envisioned, enhancing their connection to our brand experience,” he added. 

“Our vision is to seamlessly integrate art into brand experiences. In this project, we draw inspiration from a Rube Goldberg machine, using it as a dynamic timeline to narrate HSBC's rich history. This interactive installation invites audiences to explore its depths, revealing hidden details and fostering discovery. By engaging the senses and sparking curiosity, we transform observers into active participants in this immersive journey,” said Chilai Howard, creative director of Fuse, Omnicom Media Group, Hong Kong 

“We are honoured to collaborate with HSBC to celebrate their remarkable history. We believe in the power of creativity to tell compelling stories, and these groundbreaking installations showcase HSBC’s past in a way that adds even more meaning to their present journey,” said Natalie Yu, content and communication director, Omnicom Media Group Hong Kong. 

MARKETING-INTERACTIVE has reached out to OMG for more information.

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