HSBC Premier supports HK families making bold decisions

HSBC Premier has launched a campaign celebrating the bonds among family members, featuring stories of families facing life-changing moments across online and offline touchpoints. The campaign "#ThisIsMyFamily" aims to support families in Hong Kong and the core message of the campaign is that the future of a family lies in their determination to make bold moves.

To demonstrate the idea, HSBC Premier offers three stories all starred by celebrities who are carefully selected based on their real-life stories.

The stories are delivered through a series of thematic videos followed by a number of functional ads, depicting how each family embraces changes and makes bold life decisions with HSBC Premier. For example, single Ronald Cheng stars in one of the videos, acting as a dentist who struggles to pursue his dreams when his daughter is going to study overseas. Through this video, HSBC Premier hopes that customers can explore more opportunities and pursue their dreams with support from the bank.

In another video, actress Asha Cuthbert, who publicly came out as bisexual before, questions her partner's plan for their future. She later realises that her partner has been planning to run a cafe without noticing her. Cuthbert is also told by her partner that running a business for the future is better than gifting her a ring, adding that she has been making efforts for a better future.

According to HSBC Premier, the three thematic videos were launched in phases on TV, digital and social media channels. They started in January and will run until March. To maximise awareness among the mass affluent audience, HSBC Premier has also rolled out OOH ads in Causeway Bay, Admiralty, Tsim Sha Tsui and Central. The website of HSBC Premier writes that customers maintaining a total relationship balance (TRB) with the bank of HK$1,000,000 (US$127,866) are eligible to join the service. TRB is equivalent to the total assets that a customer maintained with the bank.

“Since its rollout in 2007, HSBC Premier has been a market-leading proposition to support the wealth aspirations of families in Hong Kong. As their banking needs continue to evolve with time and the changing concepts of family, we have reimagined our service offerings by leveraging HSBC’s global presence and connectivity, as well as solid wealth credentials," said Brian Hui, head of customer propositions, international and marketing, wealth and personal banking, Hong Kong, HSBC.

The bank said after launching this campaign, the majority of the mass affluent audience felt that HSBC had become younger and more modern. Also, about 70% nearly 70% agreed that HSBC had taken a big step forward in terms of diversity and inclusion.

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