HSBC Life sponsors theatre stage play featuring Dayo Wong and Carina Lau

HSBC Life is sponsoring the theatre stage play "The Truth About Lying", as part of its efforts to support the development of art culture in Hong Kong.  

Presented by HSBC Life, “The Truth About Lying” returns with a brand new cast and production team, including Dayo Wong and Carina Lau, the "dream duo" in the theatre world, who will collaborate on stage for the first time.  

Together they will navigate through the fragility of marriage and the paradoxical nature of love, vividly depicting the middle-class life rarely seen in Hong Kong theatre.  

The show will be screened at the Lyric Theatre of the Hong Kong Academy for Performing Arts starting from 13 December this year, with a total of 40 shows. 

HSBC customers can enjoy exclusive priority to purchase tickets for the show using their HSBC credit cards starting from 26 August. The tickets will be available for public sale on 3 September. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from HSBC said the target audience of this sponsorship is all members in the general public who are interested in local performing arts. "This theatre production explores the paradox of marriages and relationships in modern society that people from all background could resonate."

Beyond being a sponsor with a logo on the official poster and ticket giveaway, the spokesperson said this is a brand building and customer engagement campaign leveraging on a sponsorship. 

"In partnership with the theatre production team, Love Production, we co-created a holistic marketing communication plan that maximises impact on building the HSBC Life brand and creating anticipation to the shows."

The initiative aims to make this the “talk-of-the-town” event and put HSBC Life in the spotlight.  "The elegant and elevated image of the play compliments perfectly with the premium image that HSBC Life projects.  On top of brand building, we will also leverage on the sponsorship to deepen relationship and engage with our clients," added the spokesperson. 

Done in collaboration with Six Degrees PR, Pivot Concept and Grey Hong Kong, the campaign will be amplified via multiple channels including PR, social media, OOH, own-channel and direct communications.

Premiered in 2010, “The Truth About Lying” spotlights the life and death of youth and love, the fragility of marriage and the paradoxes of love. The story takes place in a law firm that specialises in family and divorce. It was created by local playwright Wong Wing Sze, director Chan Suk Yi, costume designer William Chang and producer Joe Wong. 

A middle-class lawyer couple, seemingly united but actually estranged after years of marriage, have witnessed the ugliness and brutality of divorce for as long as they could remember.  

A young trainee lawyer delves into the bizarre world of divorce and finds herself entangled in a subtle emotional connection with her boss. Amid the complex tangle of law and marriage, six modern men and women grapple with their joys and sorrows, questioning the true meaning of love.  

"As a Hong Kong brand, HSBC Group has always been actively promoting arts and cultural activities,” Daisy Tsang, CEO of HSBC Life Hong Kong, said. “Through supporting art in different forms, HSBC Life hopes to provide breathing space to the city dwellers amidst their busy lives. HSBC Life has always been committed to fulfilling its promises to customers, and this time we guarantee ‘The Truth About Lying’ will be another Hong Kong theatre masterpiece!" 

Janet Pang, managing director, head of distribution, wealth and personal banking Hong Kong, HSBC, said, “Audience was so moved by the previous reruns of ‘The Truth About Lying’.  

“This time, HSBC Life presents a dream team of veteran actors, actresses, playwright, and director to bring upon a spectacular revival of the show, which promises to be a highly-anticipated and applause-worthy production,” she added. 

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