HSBC MPF empowers HKers to embrace inner strength with new campaign

HSBC MPF has partnered with four local athletes to launch a new campaign, inspiring individuals to embrace their inner strength and unleash their full potential.

Also known as "Unleash your full potential with HSBC MPF", the campaign aims to empower audiences to overcome challenges, pursue their goals and secure a brighter financial future by aligning the unwavering spirit of Hong Kong athletes with the HSBC MPF brand. 

Done in collaboration with creative agency VML, the campaign features local athletes including Hong Kong badminton mixed doubles champions Jordan Tang and Tse Ying Suet, footballer Matt Orr and record-breaking Hong Kong swimmer Ian Ho.

It revolves around four key themes, representing the core elements of the HSBC MPF brand, a spokesperson from HSBC told MARKETING-INTERACTIVE.

One of the themes includes leveraging HSBC MPF's broad spectrum of global financial services and experience, and the brand is positioned as the reliable partner for retirement planning.

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"Our years of investment expertise empower individuals to unlock their future potential, as symbolised by Hong Kong badminton player Tang’s analogy of his strongest partnership with his partner Tse on the badminton court," the spokesperson said. 

HSBC MPF offers a comprehensive range of 20 MPF constituent funds from diverse asset classes and geographic locations, according to the spokesperson. "These funds are meticulously chosen to cater to individual needs, allowing MPF members to diversify, excel and adapt to ever-changing conditions.  The varied skills and techniques required for success on the football field, as featured in Orr’s story, symbolises our diverse and comprehensive range of funds."

Furthermore, the HSBC HK app provides individuals with a one-stop platform individuals which allows enhanced experience for managing both their MPF and bank accounts, streamlining processes for enhanced convenience.

"Ho’s endorsement emphasises the ease and effectiveness of our one-app solution.  The analogy of every streamlined movement shaving precious seconds off the clock represents the efficiency and ease offered by the HSBC HK app," the spokesperson added.

The campaign's marketing strategy revolves around a multi-channel approach designed to maximise reach and engagement, ensuring that the brand's message resonates across various platforms. The campaign also coincides with a momentous global event that celebrates the pinnacle of athletic achievement.   

By collaborating with Hong Kong's athletes, the campaign aims to tap into their influence and credibility, while establishing a genuine connection with the brand's audience. "Through captivating content featuring these athletes, we aim to inspire Hong Kong working population and foster a sense of relatability, highlighting the shared values of perseverance and determination," said the spokesperson. 

The campaign is promoted via various channels including out-of-home displays, online and social media, HSBC digital platforms, HSBC Branch POSM and targeted communications.

Julia Chan, customer proposition and publicity head, pensions, Hong Kong, HSBC, said: "Our campaign aims to empower individuals to unlock their full potential by drawing inspiration from Hong Kong’s top athletes.  Through their stories of perseverance and determination, we aspire to ignite a sense of motivation and drive within our audience, encouraging them to pursue their financial goals and dreams with HSBC MPF.”

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