HSBC MPF tugs at heartstrings of HK workforce with new campaign

HSBC MPF has partnered with creative agency VML Hong Kong to launch its latest brand campaign, titled "HSBC MPF - The MPF scheme tailored for Hong Kong people" (至Fit香港人), featuring Jan Lamb, an iconic cultural figure in the city.

Running from June until late 2025, the campaign is designed to strengthen HSBC MPF’s market leadership and deepen its connection with the people of Hong Kong, by fostering a more authentic relationship through demonstrating HSBC MPF's genuine understanding of the needs of Hongkongers.

Reflecting HSBC MPF’s deep understanding of Hong Kong’s unique dynamics and the evolving needs of its workforce, the campaign embodies the smart, resilient, and witty spirit of Hongkongers, resonating with local professionals and highlighting the brand’s commitment to being their trusted financial partner. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from HSBC said leveraging its 160-year legacy and status as Hong Kong's most chosen bank, HSBC MPF's campaign is strategically designed to deepen its authentic and relatable connection with Hongkongers. "This is achieved through a profound understanding of the city's unique dynamics and its people's evolving needs." 

The campaign deploys a core strategy that involves fostering cultural resonance and trust among the local Hong Kong working population through the partnership with Lamb, an iconic Hong Kong cultural figure celebrated for embodying the local spirit and articulating the essence of Hong Kong life, added the spokesperson. "Differentiating product and service features are also highlighted in different creative versions."

Done in partnership with media agency OMG Hong Kong, the campaign is prominently featured across Hong Kong, including MTR dominations and outdoor billboards in central business districts, ensuring high visibility and impact among professionals and working individuals.

An integrated media approach also reinforces HSBC MPF's market leadership and its commitment to understanding local needs, the spokesperson said. "The campaign's reach is amplified through high-impact, high-visibility OOH media placements in key business districts, complemented by online and social media across owned and paid channels."

"As one of Hong Kong's largest MPF providers, this campaign proudly highlights our continuous effort to understand and adapt to the evolving needs of Hong Kongers, positioning us as their trusted financial partner,” said Julia Chan, head of customer proposition and marketing, pensions, Hong Kong, HSBC. 

“By linking HSBC MPF with Lamb's trusted and witty persona, we are building a strong, memorable connection with the target audience, underscoring our market differentiation through several unique attributes: an all-in-one app for retirement and banking solutions, exceptional value within the MPF scheme, outstanding fund performance, and comprehensive range of high-quality fund choices. We believe this campaign will effectively position HSBC MPF as a smart, comprehensive, and reliable choice for Hong Kong's workforce, ready to support their long-term financial goals," she added.

The campaign is a result of a close collaboration between HSBC MPF and VML. Edward Ha, executive director at VML, added: "Lamb's unparalleled ability to articulate the Hong Kong spirit, combined with a dynamic and relatable style, allows us to deliver a campaign that is both engaging and highly relevant to Hongkongers. This campaign isn't just about awareness; it's about fostering a deeper, more authentic connection by demonstrating that we truly understand what Hongkongers need."

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