HSBC changes tack in latest digital initiative

In an effort to breakthrough the aggressive hard-selling and product-driven banking commercials, HSBC is set to launch a new digital-led branding initiative to showcases the bank's role in business.Created by Grey Group Hong Kong and media partner Mindshare, the "Your Needs. Our Solutions" campaign focuses on three interactive videos including “BizConnect”, “HSBCnet” and “International Relationship Manager”, which aim to demonstrate different business needs.The longer versions of “BizConnect” and “HSBCnet” went live on a campaign site while the short versions, which will see more innovative animations, will launch in late November.https://vimeo.com/112353416https://vimeo.com/112353420The campaign will be supported by print, digital, social media, OOH and BTL components to drive customers to the sites.Juliza Liu, business director of Grey Group Hong Kong, said the new approach of using interactive short videos is an 'out of the box idea' for HSBC."Videos could help to make the sometimes hard-to-digest banking marketing messages more engaging and interesting.”She added that the interactive digital video format is the first among its competitors in the commercial banking sector in Hong Kong.“Traditionally HSBC’s advertising were mostly product-solution driven, focusing mostly on ATL. The campaign also avoid the conventional hard-selling product driven ads that is common in the banking sector.”Credits:Client: HSBCCampaign Title: ‘Your Needs. Our Solutions’Creative Agency: Grey Group Hong KongGroup creative director: Keith LoAssociate CD: Dave Ho, Associate Creative DirectorAssociate CD: Christopher Lee, Associate Creative DirectorSenior copywriter: Keith Lam, Senior CopywriterBusiness director: Juliza LiuAccount manager: Matt WongMedia Agency: Mindshare Hong KongExposure: Digital, OOH, Social Media and in-Branch