HSBC One features South Korean esports team T1 in millennial campaign

HSBC's all-in-one bank account HSBC One has teamed up with South Korean esports icon Faker and his world champion team T1 for its annual campaign targeting GenZ and millennial customers aged between 18 and 34. 

T1 is a world-class professional esports team from South Korea. Since 2004, the team has gained a big following across various mainstream games with fame for its winning League of Legends team featuring Zeus, Oner, Faker, Gumayusi and Keria. Faker, a South Korean professional League of Legends player for T1, is also known as the “Unkillable demon king” and the “Michael Jordan of esports” for his esports skills.

Done in collaboration with creative agency MSL and media agency OMG, the campaign is launching from March to July. A spokesperson from HSBC told MARKETING-INTERACTIVE that this collaboration is to support and inspire the millennial generation to pursue their dreams with esports as the catalyst. Through a series of experiences and promotional activities, HSBC aims to drive brand love among millennials and in turn attract them to consider banking with HSBC.

As part of the HSBC One x T1《League of One》party, the bank will be hosting an exclusive meet-and-greet event with Faker and T1, providing customers with a unique and priceless experience. 

This will mark the team's first-ever appearance in Hong Kong, providing the customers with an exclusive experience including visiting T1’s headquarters in Seoul, learning the professional esports tactics, and receiving limited-edition commemorative items. More details will be released by the bank in May.

New customers can register for a chance to win two tickets for the party and limited-edition T1 souvenirs as they open an HSBC One account from now until 31 July. Results will be announced on or before 31 August 2024. 

In terms of medium of promotion, the spokesperson said digital and social will be its key channels. Additionally, a series of large-scale out-of-home (OOH) will be launched in March to surprise the Hong Kong citizens, delivering an experience that goes beyond traditional banking.

This comes as HSBC One sees the new millennial customers as one of the crucial focuses for the brand in Hong Kong. In fact, the bank has seen a nearly 30% year-on-year increase in new millennial customers. Furthermore, customer spending on esports and digital gaming has also grown significantly, demonstrating that gaming has become an integral part of millennials' daily lives.

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Brian Hui, managing director and head of customer propositions and marketing, wealth and personal banking of Hong Kong, HSBC, said: “Esports has emerged as a rapidly growing sector in recent years and it also provides a unique springboard for millennials to pursue their dreams and ambitions. HSBC One is proud to be the first international bank in Hong Kong to venture into esports sponsorship, and the partnership with T1 and Faker allows for a more interactive approach."

"HSBC One customers will have the exclusive opportunity to meet T1 and Faker in person and gain insights into their success stories. This collaboration exemplifies how the bank combines its accessible and innovative services with comprehensive beyond-banking experiences for its customers," he added.

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