HSBC HK empowers HKers to unlock hidden potential via Cantonese wordplay

HSBC Hong Kong has partnered with PR agency MSL Hong Kong and media agency Omnicom Media Group (OMG) to launch a new loan and card lending campaign that inspires citizens to unlock hidden potential. 

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Also known as "Unlock真本錢", the campaign follows the launch of the “Smart use of future money” (點用未來錢) campaign last year, which aimed to reframe the public perception of loans from “owing money” to “owning financial freedom”. 

As the campaign idea evolves into the next stage, HSBC has conducted research to better understand its target audience of Gen Z and young Millennials. It found that this cohort is practical, open-minded, and masters at leveraging their resources to seize opportunities and shape better futures. They are also courageous enough to tap into their potential, utilising every means available to upgrade themselves and achieve their goals.

This insight has given rise to the central idea of the new campaign – the Cantonese phrase “本錢” (credit), according to the release. Beyond its literal translation as one's financial capital or resources, “credit” can also indicate the intangible assets one may possess, be it beauty, knowledge, experience, or potential. By leveraging this versatile concept, HSBC aims to reposition loans and lending as tools to fully realise each individual's capabilities, rather than merely sources of cash flow.

To ignite curiosity and introspection around the Cantonese pun on “credit”, HSBC has collaborated with a Chinese literature analysis Instagram page @hk.dict to unpack the various interpretations of “credit”, encouraging younger audiences to reflect if they possess any unrealised potential. 

HSBC has also partnered with Instagram meme accounts to explore the diverse meanings of “credit” through hilariously relatable content, aiming to further broaden awareness and engagement.

Having established the backdrop with an exploration of the diverse interpretations of “credit”, HSBC has rolled out two campaign videos to breathe life into the core message.

Starring local actor Lam Suet (林雪) and actress Tiffany Lau (劉穎鏇), the unscripted videos told of their coming-of-age stories of mastering English and pet photography respectively, bringing the prime narrative to the forefront: even with a small amount of cash-out, one can unlock one’s unknown “credit” with a competitive interest rate and flexible repayment schedule.

To amplify the message, HSBC has invited KOLs such as ThaiMay, Shirley Chan, and Shirley Sham, to participate in the “HKD30” social challenge, in which they would share how they used this modest sum to acquire more “credit”, such as new skills and experiences, and ultimately inspire their followers to do the same.

In terms of offline engagement, HSBC has set up “credit self-pickup lockers” out-of-home ads across the city, aiming to reinforce the notion that applying for an HSBC loan is as effortless and convenient as accessing a nearby locker. Citizens can open these lockers to discover additional rewards, amplifying the incentive to unlock their own potential.

“Building upon the success of last year’s ‘smart use of future money’ campaign, we launch a sequel by inspiring individuals to realise and unlock the power of their personal ‘credit’ through responsible lending and smart credit product usage,” said Cheuk Shum, head of marketing, wealth and personal banking, HK, HSBC.

“The key to success lies in recognising and optimising the resources and potential that each person possesses. Through the life-related story of Lam and Lau, our campaign showcases how our loan solutions empower individuals to unlock their true possibilities and achieve their aspirations. We believe that everyone deserves access to tailored financing options that align with their personal journey. As the classic dilemma tells us, ‘To borrow or not to borrow, that is the question,’" Shum added.

Alexis Chiu, group managing director of Saatchi & Saatchi and MSL Hong Kong, said: “HSBC's latest loans and card lending campaign redefines ‘credit’ by showing how individuals can leverage their diverse personal capital to achieve life goals. Using insight-driven, authentic, unscripted stories, the campaign challenges traditional views of loans and financial resources, offering a fresh perspective on unlocking the potential for wealth and success.”

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