HSBC has rolled out a campaign focused on online channels to celebrate Chinese New Year, including two videos and a various rewards across multiple categories.
In collaboration with Wunderman Thompson Hong Kong, HSBC enlisted the help of its iconic HSBC lion for the campaign. The centrepiece is a video showcasing a projection of a modern dancing lion across different districts in Hong Kong. The final destination of the lion is the bank's head office in Central, where a colourful light show lights up the entire building, officially ringing in the Year of the Ox.
HSBC said it is a social and digital-led campaign. There was a Facebook premiere launch of the virtual projection film at 8:18 PM on the first day of Chinese New Year, as the bank believed that it was an auspicious time and date to welcome the Year of the Ox. Before the launch, a teaser video was released on Facebook to draw attention.
A Facebook premiere announcement post was sent out as well so audiences could be reminded when the lion was ready to go live. WhatsApp stickers are also available, including the visuals of the campaign which allow people to send wishes of joy, good luck, and good fortune to their loved ones. OOH elements are showcased in busy shopping districts such as Tsim Sha Tsui, Causeway Bay, and Mongkok.
Lastly, the campaign goes with an unprecedented new year promotion, offering various rewards to winners across four popular categories, namely shopping, food, lifestyle, and transportation. To build on the buzz surrounding the campaign, additional rewards are offered in spending, savings, investments, and insurance.