Followed the “Because a promise is a promise” rebranding campaign last year, HSBC Life has launched a new brand campaign entitled “Ballet Daddy”. This is a through-the-line campaign including TVC, online video, massive out-of-home advertising, print advertising and product advertising.
The latest campaign, created by Saatchi & Saatchi Hong Kong, adopted an emotional yet lighthearted approach to tell the brand story. The video protagonist, the ballet daddy, is a reflection of modern parents. He overcomes all challenges to keep a promise made to his daughter- to work together for a ballet performance and to jump high. He eventually fulfills his promise by performing solid follow-through action despite his lack of time and his physical constraint.
“This simple narration has incorporated deep consumer insights – not just a heartfelt promise made by a father to his daughter, but the huge amount of efforts needed to overcome challenges throughout the journey to fulfill a promise during which some external help is often required. It symbolises that HSBC Life is here to be that partner to stand by our customers, and to offer help as and when it is needed,” said Diane Chiu, head of marketing, retail marketing and wealth management HSBC Hong Kong.
The video emphasises on the company’s brand proposition and commitment to be part of the customers’ life journey by helping them keep promises throughout their life, from life protection, critical illness, retirement, annuity, children education to savings insurance.
“This new campaign does not only encapsulate HSBC Life’s brand value but also provides a refreshed perspective of life insurance in the market. We hope that the campaign resonates with our audience well and helps HSBC Life to further connect and engage with customers. Because a promise is a promise,” said Fan Ng, chief creative officer, Saatchi & Saatchi Greater China.
Creative Agency: Saatchi & Saatchi Hong Kong
Director: Alfred Hau, Off-Lo-Hi
Photographer: Ben Yeung, Ampersand Studio