HSBC spotlights Asian singers and bread in new wealth campaign

HSBC Singapore has released a song titled Bread and Better as part of its "Grow your wealth" campaign. The "Grow your wealth" campaign aims to foster the financial confidence of millennials through approachable personal finance content.

Meanwhile, the accompanying song "captures the internationalist and entrepreneurial spirit" and sends a "positive message of hope and possibilities to a generation of adults working to attain financial independence while pursuing their passion", according to Alice Fok, head of customer, international and marketing, wealth and personal banking, HSBC Singapore. 

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“Our goal is to connect with our audiences in a novel and meaningful way which transcends traditional modes of communication. The song embodies our message of ambition and growth and we’re confident it will resonate with existing audiences and reach new ones,” added Flora Chan, senior vice president, head of retail bank marketing, HSBC Singapore.

Bread and Better features artist Gentle Bones from Singapore as well as Hong Kong artists Gareth Tong and Keung To. The music video is available on HSBC Singapore's YouTube channel and has garnered over 1.7 million views so far. 

In the music video, three young men share their daily struggles and how they overcome it in a kitchen. They are seen baking bread and realising that they have the power to be in control of their future.  It was directed by Hong Kong based film maker Kendra Koh.

The campaign was made in collaboration with TBWA\Singapore, Warner Music Singapore and OMG Singapore. 

“This campaign is a testament to how pop culture and music can be powerful tools to ignite brand passion and drive deeper engagement across audiences, both existing and new. The song lyrics perfectly complements the impactful message,” said Mandy Wong, president of TBWA\Singapore.

“It’s been a pleasure partnering with HSBC Singapore, TBWA\ Singapore, and our artists on this project. We believe in the ability of music to communicate where words fail. This collaboration has been truly inspiring, showcasing the power of music to help brands drive brand love and connect with audiences," said Becky Yeung, regional brand partnership, synchronisation and business director of Warner Music Asia. 

In addition, HSBC Singapore and TBWA\Singapore have launched a three-episode social content series titled "Get this bread". The content series is a blend of entertainment and education where baking bread is used as an unexpected analogy to discuss investing and building wealth. 

It is also the second instalment of the bank's "Grow your wealth" campaign in Singapore, said the release. It features Genevieve Lee, founder of Sourbombe Artisanal Bakery and local influencer-entrepreneur Andrea Chong.

“Educational content, especially for a younger demographic, really works best when it’s bite-sized and entertaining. It makes a subject like banking far less intimidating and easier for audiences to understand," said Liam Annis, associate creative and technology director, TBWA\Singapore.

"Across social, consumers are increasingly more drawn to brands that are more relatable and approachable, so we looked to bring an element of fun and playfulness to the financial category.”

OMG Singapore also played an instrumental role throughout the creation process of the “Grow Your Wealth” campaign. From the design of the campaign, artist selection process, and music video production to the entire project coordination, OMG went beyond the usual scope of a media agency to bring to life engaging content and entertainment for a new generation of HSBC customers. OMG Singapore was also responsible for amplifying these social content on channels like Meta, YouTube and TikTok.

“Beyond the usual methods of customer acquisition, we embarked on a journey to acquire customers through fun and engaging content leveraging the reach and strength of our social platforms. Using softer approaches, the campaign outreached and appealed to a younger base of consumers, unlike any other campaigns we have done for HSBC,” said Charmaine Wong, group business director, OMG Singapore. 

The first episode of "Get this bread" walks audiences through the steps to make a sourdough starter while learning about how to grow wealth with HSBC's digital wealth platforms.

The second episode will see Lee and Chong bake croissants while obtaining tips on how to diversify portfolios and build a long-term plan with the support of HSBC.

The last episode will be a tutorial on how to make Sourbombe Artisanal Bakery's best-selling bombolonis while learning more about HSBC's wealth products.

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