HSBC Life empowers retirement planning for HKers with new campaign

HSBC Life has launched a campaign to empower Hongkongers to plan their retirement effectively, enabling them to live life to the fullest.

This builds on its five-in-one retirement plan, which offers five pillars of retirement protection: providing customers with passive income, flexible cash withdrawal, health and emergency coverage, legacy planning, and dedicated retirement services, according to HSBC Life.

Also known as the "HSBC Life retirement campaign - HSBC bright income insurance plan (BIIP) launch", this campaign is running until mid-December. It is done in collaboration with creative agency Saatchi & Saatchi, social agency MSL, and media agency Omnicom Media Group.

A spokesperson from HSBC Life told MARKETING-INTERACTIVE that the campaign targets the affluent sandwich class—those in the middle class who support aging parents and growing children—as well as families with kids and individuals looking to start or strengthen their retirement planning.

As part of the campaign, a one-minute video is rolled out on YouTube, featuring local artists Louis Cheung, Kay Tse, Jeffrey Ngai, and Alex Fong. These celebrities are chosen because they strongly resonate with the personas of the target audience, according to the spokesperson. “Their lifestyles and life stages align seamlessly with the product features, enabling them to authentically showcase how the offerings cater to their specific needs and aspirations. This thoughtful alignment ensures a relatable and impactful connection with our audience.”

In the video, Cheung portrays the character 將計聰, a playful nod to his real Chinese name 張繼聰, where "將計" means to plan. He illustrates how HSBC Life’s five-in-one retirement plan supports various individuals: for Tse, who hopes to open a store and travel after retirement, it offers flexible cash withdrawal; and for Fong, who prioritises health, it provides health and emergency coverage.

The campaign has adopted a multi-channel promotion strategy to ensure broad audience reach and engagement, said the spokesperson. It targets specific audience segments with tailored messaging highlights on how the product features align with their unique lifestyles, life stages, and retirement needs, creating a strong emotional connection. “By showcasing relatable narratives, the campaign effectively demonstrates how the plan supports financial security, legacy planning, health services with retirement aspirations, driving meaningful engagement among the target audience.”

The campaign is also promoted through television, out-of-home (OOH), digital, and social. In terms of ROI measurement, the spokesperson said that it is assessed through new business premiums and annualised new premiums.

Stanley Tong, chief commercial officer, Hong Kong, said: "At HSBC Life, we are committed to empowering our customers with solutions that make retirement planning smarter, simpler, and more engaging. This retirement campaign reflects our dedication to helping individuals enjoy today while preparing for a brighter tomorrow.”

“By partnering with actor Louis Cheung (將計聰), weaving a clever nod to his name to highlight the value of ‘smart planning’ for retirement, we aim to inspire confidence in our comprehensive five-in-one retirement plan, which offers effortless rewards, lasting legacy, health prioritisation, flexible wealth, and future assurance. Together, we are shaping a future where customers can enjoy today while preparing for a brighter tomorrow,” he added. 

Don’t miss: HSBC Life makes healthcare more accessible with giveaway campaign

Recently, HSBC Life has launched the HealthPass giveaway campaign, designed to make healthcare more accessible and affordable to Hongkongers. HealthPass is tailored to appeal to freelancers who lack medical protection, parents, working professionals, elderly caretakers, and the wellness-minded community across Hong Kong. 

Running until December, the campaign aims to extend the momentum of HSBC’s 160th anniversary celebrations throughout the year with a citywide giveaway reaching a mass audience. 

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