HSBC UnionPay Credit Card incorporates cross-border elements in OOH campaign

HSBC UnionPay Credit Card has leveraged cross-border shopping opportunities to launch an eye-catching out-of-home (OOH) campaign ahead of the Chinese New Year. 

This comes as HSBC has partnered with Union Pay to launch a campaign to offer shopping privileges for its cardholders to enjoy across China, especially frequent travellers to the Greater Bay Area. 

Targeting customers living in the Greater Bay Area, the campaign leverages social media culture to its advantage, transforming the popular hashtag #紅不過羅湖, which means "popularity can’t span across Lo Wu", into a positive and confident statement that says #從此，人人 #紅得過羅湖, meaning "from now on, with your HSBC Union Pay Credit Card, everyone’s popularity (紅) can span across Lo Wu".   

As a Chinese New Year greeting, the message of "popularity span across anything #紅得過" is being spread through various means. The concept is being extended to OOH displays with messages such as #紅得過山姆 (Popularity span across Sam’s Club), which offers a special deal at the Sam’s Club Shenzhen.  

Similarly, #紅得過熱搜 (Popularity span across the hottest searched keywords) is being used for promotions related to spending in China. Finally, #紅埋過澳門 (Popularity span across Macao) is being used for spending offers that span across Macao. 

This bold statement is being displayed on a huge billboard on the MTR's Hong Kong station travellator, as well as window stickers on the MTR's East Rail Line and the bus body of the Shenzhen Bay Port Line. The campaign is done in collaboration with media agency OMG and creative agency Hungry Digital. 

To fully immerse audiences in the festive atmosphere of the Chinese New Year, the brand has created a 10-second video ad that will be broadcast on both television and online platforms.  

Furthermore, the HSBC UnionPay Credit Card also sponsors free bus rides from Hong Kong to Sam's Club Shenzhen. The campaign has captured the attention of netizens on Xiaohongshu, with some praising the bank for understanding the nuances of social media culture. 

“HSBC always strives to find new ways to delight our customers. With the growing economic integration in the Greater Bay Area, the idea of the one-hour living circle has gradually emerged. We are committed to delivering the finest credit card experience to customers across the region through exciting rewards and partnership opportunities.” Cheuk Shum, head of marketing, Wealth and Personal Banking Hong Kong at HSBC. 

Don't miss: HSBC expands high-valued retail banking market with new campaign

Most recently, HSBC and MSL Hong Kong 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.

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