HSBC debuts pop group to champion everyday banking rewards

HSBC Hong Kong has united its celebrity ambassadors from recent years, including Charmaine Sheh, Keung To, Fatboy and Ah Dee, to form the RewardCash pop group "Rewardor" and debut their brand-new original campaign song.

The move is part of HSBC's push to bring the concept of "Everyday banking rewards you" to life, aligning with RewardCash's position as one of Hong Kong's mainstream rewards programmes, which has continued to evolve to help customers earn rewards across a wider range of everyday banking and lifestyle scenarios.

Developed in collaboration with creative agency Hungry Digital and media agency OMG, the campaign features a three-month primary phase, complemented by sustained social content over approximately one year, targeting a broad spectrum of banking customers.

Collaborating as a group for the first time, the four ambassadors have recorded the single and filmed the music video together, and have also taken on the role of "Reward experts" to share ways to earn and enjoy RewardCash. The campaign looks to convey that beyond credit card spending, customers can earn RewardCash through a variety of banking products and services, integrating rewards seamlessly into different stages of their financial journey.

The name "Rewardor" carries three layers of meaning. First, its pronunciation blends the English word "reward" with the Cantonese word "多", meaning "more", reflecting the many ways customers can earn and use their RewardCash, and the growing opportunities to enjoy rewards through everyday banking. Second, the "-OR" ending playfully echoes the naming styles of popular idol groups MIRROR and ERROR, which Keung, Fatboy and Ah Dee belong to, adding a familiar touch.

"Rewardor" is also a newly coined word derived from "reward", representing a "king of rewards" who maximises rewarding opportunities and enjoys the benefits of smart financial management. The concept encourages everyone to discover more reward opportunities across both lifestyle and banking scenarios and become a "rewardor" themselves.

Centred around practical RewardCash earning tips, "Everyday banking rewards you" combines catchy melodies with relatable lyrics to bring the concept of "Earn rewards through banking" to life. The song cleverly incorporates a range of banking and financial scenarios, including time deposits, foreign currency exchange, investments, payroll, account opening, insurance and personal instalment loans, highlighting that RewardCash can be earned not only through credit card spending, but also through a wide range of everyday banking activities.

Cheuk Shum, head of marketing, Hong Kong, HSBC, said: “Banking is part of our customers’ everyday lives, and we want to make those everyday interactions more rewarding. This campaign brings that proposition to life in a simple and entertaining way, showing customers that using HSBC banking services can also earn them RewardCash."

"Working with our agency partners, we wanted to communicate a practical product benefit in a way that feels accessible, memorable and relevant to a broad audience. We hope the campaign not only helps customers understand the benefits, but also brings a little more enjoyment to something they do every day," Shum added. 

Rudi Leung, founder and director, Hungry Digital, said: “The brief was simple: everyday banking can be rewarding too. Our challenge was to make that message memorable. So we turned it into a song and dance that we hope people will remember - and perhaps find a little difficult to get out of their heads.”

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While launching a pop group as a marketing drive is still relatively new among brands, music videos have become a familiar tactic in Hong Kong. In April, McDonald's Hong Kong marked the 30th anniversary of Ronald McDonald House Charities Hong Kong (RMHC Hong Kong) with a cross-generational tribute music video featuring legendary icon Andy Lau and MIRROR's Keung To.

Earlier, in February, the Hong Kong Monetary Authority (HKMA) launched an AI-generated music video to educate the public about uniting against scams. Inspired by a kung fu game and powered by AI, the video turns HKMA deputy chief executive Arthur Yuen into a game character who faces off against the fraudster character "Lachachu" (嗱喳蕉) in a battle between good and evil.

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