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HSBC HK taps on MIRROR and ERROR stars for real money talk with Millennials

HSBC HK taps on MIRROR and ERROR stars for real money talk with Millennials

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HSBC One launched a campaign titled "Wealth A0" to encourage Millennials to take their first steps into investing. The campaign was done in collaboration with Wunderman Thompson Hong Kong and PHD. According to HSBC One, in light of the lack of wealth-building knowledge and experience in the Millennial generation, the Wealth A0 campaign was designed to help them develop healthy investment habits. The core of the campaign was built upon the idea that "everyone begins with zero experience in life, at work, and in the world of investment".

A0 is a term used among Millennials in Hong Kong to describe their relationship status, with "A" being "available" and "0" indicating "zero experience". Inspired by this concept, the term "Wealth A0" was introduced to talk to Millennials with none or minimal investment experience.

Keung To and 193, local rising stars from boy bands Mirror and Error, became the face of "Wealth A0". Through an online livestreaming show that kicked off the campaign, the two stars and other young key opinion leaders received financial planning tips from wealth experts.

Customer needs and pain points were also addressed during the livestream show. The soundbites were turned into content on social media to continue educating the public about investing. A "graduation ceremony" was then held to wrap up the campaign, where participants officially graduated from the "Wealth A0" status, with the audience celebrating their growth and success.

HSBC added that the campaign has been a success, with approximately 40% incremental growth on its Instagram followers, and an estimated 24 times follower growth on its Facebook page within the week of live stream. HSBC said that it will continue to use social media platforms to further connect with millennial customers through simple and up-to-date financial knowledge.

Yvonne Chau, managing partner of PHD Hong Kong, also said that the campaign took a "social-first approach" by speaking the language of Millennials and engaging them with popular conversation, based on the resurgence in the popularity of local idols and knowing millennials’ decentralized mindset towards investment and communications.

Brian Hui, head of customer propositions and marketing, wealth and personal banking, Hong Kong, HSBC said that wealth building is a life-long voyage. “To ensure service relevance, we continue to listen to customers when designing our educational support, while helping our young and digital-savvy customers develop a solid, knowledge-based investment habit,” added Hui.

Related articles:
Analysis: Will HK marketers' obsession with boyband MIRROR reflect long-term gains?
HSBC apologises for online banking communication mix-up angering customers
HSBC grows its presence with students with new campaign
Wunderman Thompson HK names new chief creative officer following ECD departure
PHD HK builds up team with Lawrence Lo and Namrata Chakrabarty

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