HSBC transforms taxation from a duty into a choice with tax season election

HSBC has transformed taxation from a duty into a choice with a tax season election as part of its latest loan and card lending campaign.

To engage every taxpayer in Hong Kong, HSBC is hosting a tax season representative election by encouraging the people to cast their vote to support the candidate that best represents their aspirations.

The tax season election aims to position the bank’s tax season loan offerings as a cornerstone for elevated financial flexibility.

In a bid to amplify the election atmosphere, HSBC invited Hong Kong actor Lam Suet and former Miss Hong Kong Tiffany Lau as the tax season loan representatives, backed by a league of influential KOLs to bolster their respective election squads and their causes.

The participation methods unfolded on HSBC's social channels, highlighting the ideologies of the two representatives and the enticing tax season loan benefits that backed them up, including the chance to win HK$33,800 in lucky draw. HSBC's social channels serve as the virtual hub for a live election experience, drawing everyone deep into the election campaign vibe.

As anticipation mounted, HSBC officially kickstarted the tax season election with a blitz of advertisements across key transit hubs and high-traffic public spots to mirror a full-fledged citywide election.

Complementing these visuals were engaging audio and radio spots that echoed the candidates’ manifestos, injecting a tangible sense of civic engagement into financial decision-making.

The initiative comes following the launch of HSBC’s “Unlock Your Potential” campaign earlier this year, which repositioned loans and lending as tools to fully realise each individual's hidden capabilities.

While every working individual expects a green envelope at this time every year, HSBC believes there’s no reason why marketing campaigns for tax season loans should be as predictable.

Rather than the tried-and-tested formula of using pricing to entice take-up of loan products, HSBC employs the unconventional creative idea of elections to cut through all the competitor messaging and engage the public in an unforgettable way.

As the tax deadline approaches, increasing financial pressures can threaten personal plans such as year-end vacations. HSBC’s tax season loan emerges as a strategic financial tool, empowering customers to navigate their financial responsibilities while still being able to make their desired lifestyle choices.

“Building upon the success of the ‘Unlock Your Potential’ campaign earlier this year, we leverage the tax season - an annual juncture where many individuals grapple with balancing financial responsibilities and personal aspirations - by reinforcing the narrative that loans and lending are more than just financial products but also pathways to choice and control,” said Cheuk Shum, head of marketing, wealth and personal banking, HK, HSBC.

“By introducing the groundbreaking tax season election, we aim to convey a simple message to every hardworking citizen: you have options, even with something as unavoidable as taxes. We hope this campaign not only reshapes Hongkongers' approach to tax season but also makes it a bit less taxing on their wallets,” he added.

MARKETING-INTERACTIVE has reached out to HSBC for more information.

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