HSBC HK showcases its customer-first commitment with new campaign

HSBC Hong Kong has launched a new customer-centric campaign to celebrate its commitment to delivering caring services to clients from all walks of life.

Also known as "Giving our best, nothing less. This is the HSBC Way (滙豐道)", the campaign is done in collaboration with creative agency dentsu GBA and media agency Omnicom Media Group (OMG). It aims to bring to life HSBC’s commitment vividly by designing tailored experiences that cater to the unique needs of its diverse client base.  

The core idea of "The HSBC way" showcases the essence of the bank's dedication to each customer and the community. Additionally, the campaign has extended the bank’s appreciation to the employees for their contributions and the challenges they face.

As part of the campaign, HSBC has released four 15-second videos that bring to life real stories to showcase its customer-centric services, ranging from tailoring mobile banking for senior customers, to fraud prevention and providing seamless international banking support, illustrating its "Giving our best, nothing less" philosophy in action. 

For the video titled "Thinking ahead for the Elderly" (為老友記諗多步), the idea is exemplified through the "Smart senior" programme and mobile banking app lite mode that are tailored to meet the unique needs of the senior customers.

Meanwhile, another video titled "Send warmth, give love anywhere" (將愛傳達摯愛) features a father using HSBC's free "Global transaction" solution to send money to his daughter studying abroad. This enables her to turn on the heater during the winter.

The bank's commitment to "Providing barrier-free banking services" (自主理財無障礙) is underscored by a real-life moment of a visually impaired customer using the audio accessibility features in the HSBC mobile app as examples of enablers for financial independence in banking.

On the other hand, a video titled "Safeguarding your every penny" (守護您每分每毫) features a customer thanking a customer service representative for preventing a fraud that could have resulted in her friend nearly losing a few hundred thousand dollars. It aims to highlight HSBC's commitment to safeguarding its customers' finances. 

The campaign is promoted across various multimedia landscapes, encompassing television broadcasting, digital platforms, social media channels, and outdoor advertising.

Cheuk Shum, managing director, head of marketing, wealth and personal banking, HSBC Hong Kong, said: "At HSBC, our customers have always been at the heart of everything we do. As a leading brand in the banking industry achieving a positive net promotor score (NPS), we understand that it’s the collective effort from everyone in HSBC, from the frontline to the back office.”

“Through ‘The HSBC Way’ campaign, we celebrate this spirit by showcasing the genuine passion of everyone involved in the business in going above and beyond, walking the extra mile every single day to ensure our customers receive the best possible banking experience and support. We give our best to our customers, nothing less,” Shum added.

Jeffry Gamble, chief creative officer, GBA and Hong Kong, dentsu, said: “‘The HSBC Way’ is more than just a creative endeavour to make noise; it's a powerful storytelling approach that captures the true essence of HSBC's customer-centric ethos. Our approach emphasises the customers' genuine interactions with HSBC and how that can make a difference in their lives without them even realising it."

Don’t miss: HSBC HK empowers HKers to unlock hidden potential via Cantonese wordplay

Recently, HSBC Hong Kong has partnered with PR agency MSL Hong Kong to launch a new loan and card lending campaign that inspires citizens to unlock hidden potential.

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”. 

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