HSBC encourages Hongkongers to set up new year goals in latest campaign

At the beginning of the new year, HSBC has launched a campaign that once again features its ambassador MIRROR's Keung To, who encourages Hongkongers to pursue their dreams.

The core of the "1.23 Go Goal Day" campaign was the bank's annual ritual happening on 23 January. With the date and name of this day resembling the expression of “1, 2, 3, go!”, HSBC has made it a representation of courage for everyone who goes after their dreams. To kick off the campaign, a thematic video featuring Keung was launched. He shares his new year’s resolution to inspire Hongkongers to set their goals. The ongoing campaign continues with a series of social posts by influencers around the city who took the lead to share their goals too.

https://vimeo.com/670110745/0ac779dd1e

In addition to the online video, the bank has also engaged the audience in real life. On the iconic out-of-home wall in Tsim Sha Tsui MTR station, a 1:1 Keung To greeted the audience digitally, who also introduces the services provided by the bank. The audience can scan the QR code on the wall and learn more about the products and services that will potentially support them in achieving their goals.

Moreover, the bank has also leveraged its exterior of the headquarters in Central, Hong Kong to launch a brand new O2O customer journey. During the entire Chinese New Year period, giant digital red packets will rain down the HSBC Main Building to bring luck and fortune to the city. For the first time, the offline initiative is bringing the customers back to their social media platform, where they can participate in a game on Facebook to complete the journey.

Prior to Chinese New Year, HSBC also launched another campaign to celebrate the festive season with Hongkongers. Its eWallet PayMe has launched a new group Lai See feature for Chinese New Year and has rolled out a campaign afterwards to celebrate the new function. The campaign features several popular celebrities in town, including MIRROR's Keung To, singer Ivana Wong, girl group COLLAR's Marf Yau and Day Hui, in addition to influencer Ray Chan (雞丁). The ongoing campaign includes a video showcasing each celebrity competing with each other to grab the most Lai See. Before the end of the video, Keung To advises users how to win a cash prize.

The video debuted on ViuTv on 24 January. It will be also be aired on Hong Kong Open TV. From 28 January to 15 February, HSBC will feature five characters on the exterior of HSBC Main Building in Central. All of them will offer new year greetings to Hongkongers.

The group Lai See feature allows PayMe users to send electronic Lai See with customised blessings to up to 100 recipients at a time. Users can choose to send designated recipients a Lai See directly, or create a shareable link for recipients to collect the money. The link to receive Lai See can be shared via social messaging apps too.

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