HSBC expands high-valued retail banking market with new campaign

HSBC and MSL Hong Kong have unveiled a new campaign to secure and expand the high-valued retail banking market with HSBC's Premier Elite, a newly launched banking service for Hong Kong customers.

Also known as “#IAmElite”, the campaign targets existing high-valued customers of HSBC and new-to-bank clients. The campaign kickstarted in November 2023 with a press event, followed by promotional channels such as video, out-of-home (OOH), digital, social, PR, influencers and events for customer experience in the fourth quarter of 2023 to build towards the grand launch at the beginning of 2024.

As part of the campaign, HSBC has launched a video ad featuring elite individuals across various aspects, including Stephen Fung, local actor and director; Tracy Chu, Hong Kong actress and barrister, Marco Fu, Hong Kong snooker star; Oscar Wang, multidisciplinary artist; Victoria Tang-Owen, an entrepreneur and creative director; and Evan Chow, entrepreneur and art collector. The video delved into the different whimsical worlds of the exceptional mindset of elites.

While the main theme of the production centres around "prestige and elegance", the campaign video has incorporated the HSBC's iconic colour, red, as an artistic element in the set design, costumes and other aspects. Additionally, it embraced a harmonious blend of Eastern and Western styles, aiming to utilise a concise and impactful artistic language to convey the brand's narrative.

In addition to the full film, shorter content films are launched to further illustrate HSBC Premier Elite service, such as "Wealth of Your Choice" and "Lifestyle of Your Choice." These offerings encompass exclusive privileges in banking, dining, travel, and healthcare.

In terms of marketing strategies, a spokesperson from HSBC told MARKETING-INTERACTIVE that the campaign celebrates all kinds of elite mindsets that lead its clients to their success today, and their many more achievements to come. 

“By gathering the brilliant individuals in different categories in town, we aim to form the inner circle of elite and invite customers who share the same level of elite mindset to join us to embark on an extraordinary journey of wealth growth,” the spokesperson added.

Brian Hui, head of customer proposition and marketing, wealth and personal banking, HSBC, Hong Kong, said: “There has been a strong growth in the number of new-to-bank personal customers for the US$1 million+ segment. These customers have increasingly sophisticated needs and aspirations."

"What sets us apart is the concrete action we always take to address what matters most to our customers. By keeping the best of our existing offerings and enhancing the rest of our service experience, HSBC Premier Elite has been specially crafted to provide all round wealth, lifestyle and health services and privileges for them,” Hui added.

Cheuk Shum, head of marketing, wealth and personal banking for HSBC Hong Kong, said: "Our decision to collaborate with Fung and other intellectuals who embody elite mindsets is deliberate. With Fung's extensive knowledge and expertise in acting and directing, he unquestionably represents the elite. He not only signifies HSBC's commitment to exceptional wealth management but also personifies the distinctive mindsets and high standards anticipated for this new service, further invigorating our team."

"The campaign's narrative, amplified by the voices of these influential figures, has transcended traditional marketing. The stories and feedback from our real clients serve as powerful affirmations. They illustrate that our strategy has achieved far more than anticipated—it has established a new paradigm in personalised financial services," Cheuk added.

Don't miss: HSBC supports HK esports athletes with new 'Game On' platform

Back in September, HSBC and MSL Hong Kong joined hands to unveil the new “Everybody Game On” platform, bringing the city together to support the players of the Hong Kong esports team who were preparing to compete in Hangzhou Asian Games.

The campaign kickstarted with a mobile esports arena launched across the city to promote its upcoming live coverage of the event. The brand invited eight pro-gamers such as Chung Chung (蔥蔥), 拉比 and HeiHei (彭泳熙), each specialising in different esports games, to compete inside the HSBC mobile gaming van at the arena.

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