HSBC Life makes healthcare more accessible with giveaway campaign

HSBC Life has unveiled 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 from October 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.  

It also aims to strengthen relationships with existing HSBC customers through health and wellness activations, as well as positioning HSBC Life as a trusted partner in everyday healthcare by showcasing HealthPass as a convenient, affordable and comprehensive health membership.  

The campaign targets existing HSBC One customers who are prioritised with exclusive codes and early access, given their higher likelihood of conversion. It also targets health-conscious individuals aged between 25 and 60 and those seeking affordable health care for themselves and their families. 

Done in partnership with creative agency Hungry Digital and media agency OMG Hong Kong, the campaign is centred on the unifying idea “With HealthPass for everyone, seeing a doctor just got smarter” (人人用HealthPass，醫生睇得Smart), and it merged cultural creativity with healthcare accessibility to engage audiences citywide. 

As part of the campaign, HSBC Life invited nine homegrown comic artists and illustrators, joined by a renowned illustrator from Macau and HSBC’s own mascots, to create 20 district-themed collectable HealthPass cards that combined wellness benefits with neighbourhood culture. 

Limited-edition, QR-coded cards were handed out during activations, incentivising sign-ups with health perks, vouchers, and exclusive designs. Flash mobs, a branded mobile truck, and district-specific street stations have also brought HealthPass to life across 18 districts, featuring photo booths, mascots, and interactive mini-games. 

Furthermore, short form “Problem and solution” videos, viral threads, teaser posts, and flash sales drove sustained engagement throughout pre-launch, launch, and post-launch phases. 

To engage a wider audience, the campaign is promoted via multiple channels, including D Park promotional booths with photo spots, lift-door creatives, gym posters, bus and minibus seat-back stickers, clinic TV, Hospital Authority, and Swire vending machines.  

It is also amplified through DV360 display banners, YouTube and Connected TV, Taboola and Yahoo native ads, plus Meta video, carousel, story, and reels with direct CTAs. HSBC channels also rolled out teasers, illustrator reveals, education posts, flash sales, and finale announcements. Influencers were also invited to amplify buzz, bridging online excitement with offline participation. 

“As HSBC celebrates 160 years in Hong Kong, we wanted to give back to the community in a way that truly matters — by making healthcare more accessible and affordable. HealthPass reflects our belief that caring for one’s health should be simple, convenient, and accessible to everyone,” said Stanley Tong, chief commercial officer, HSBC Life (International). 

“Through this campaign, we are not only providing practical support to our customers but also reinforcing HSBC Life’s commitment to being a trusted partner in their health and wellness journey," he added.

“By blending pop culture with wellness, we brought HealthPass to life through district-themed collectables, mobile truck activations, and digital storytelling. Our goal was to make HealthPass tangible, engaging, and memorable — resonating with every community across Hong Kong,” said Rudi Leung, founder and director, Hungry Digital. 

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