Content360 2023
HSBC infuses AR into wishing tree campaign to spread hope to HongKongers

HSBC infuses AR into wishing tree campaign to spread hope to HongKongers

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HSBC and Wunderman Thompson Hong Kong have come together to launch a virtual wishing tree campaign, to spread hope to HongKongers this new year through Augmented reality (AR) game and incentives. 

Following last year’s campaign “HSBC 1.23 Go Goal Day”, of which HSBC encouraged people to reset the year with new goals on every 23 January, the latest campaign "Wishing Tree for 7,000,000" aims to empower Hongkongers to move towards their goals this new year and open up a world of opportunity.

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Coinciding with Chinese New Year in 2023, the campaign centres around the festive ritual of wish-making. Augmented reality (AR) technology is adopted that, a virtual wishing tree is created to carry the wishes of seven million citizens. The wish-making tradition is gamified together with a lucky draw to incentivise city-wide participation. All supported by a full suite of product offers such as payment, account opening and investments. The AR technology is supported series of launch videos distributed online, with celebrities taking the lead to set their new year’s resolutions.

Hongkongers can participate by pointing their phone towards the HSBC main building, selecting the seed that befits their wish and tossing it towards the building to add their blossom to the wishing tree. Each seed of the wishing tree is a visual representation of the wishes that people make, which then blossoms into an auspicious flower to symbolise how their dreams would come true with the support of HSBC.

The words of blessings are creatively crafted to be witty and culturally relevant to engage with local audience in an entertaining and resonating way. After participants toss their seed, they will prompted to register for the lucky draw of HSBC's RewardCash.

MARKETING-INTERACTIVE has reached out to HSBC for further information.

Recently, HSBC has partnered with Wunderman Thompson Hong Kong to launch a seasonal credit card campaign, building an immersive world within Minecraft packed with rewards for participants to earn. Also known as “WINTERverse”, the experience follows on from the “SUMMERverse” campaign launched in August 2022, which saw HSBC's initial foray into the metaverse on the same Minecraft platform – both utilising a “play-to-earn” approach where participants can turn their virtual experience into exclusive real-life offers.

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