HSBC One empowers Gen Z in financial planning with new campaign

HSBC One has launched a new campaign that taps into different "firsts" experiences among Gen Z, empowering them to unlock a world of opportunities.

Also known as “HSBC One is here for your every first” (滙豐One 撐你每個第一試), the campaign is done in collaboration with creative agency Narrow Door and media agency OMG. 

This comes as HSBC One believes that becoming an adult is a journey filled with pivotal "firsts" - whether it's getting a first driving license, embarking on a first solo trip, moving out, or receiving that first paycheck. These milestones are exciting yet require courage and support. The campaign aims to tap into these various "first" experiences to resonate emotionally with its audience and reinforce the bank's commitment to empowering them as they navigate new chapters.

Cheuk Shum, head of marketing, Hong Kong, HSBC, told MARKETING-INTERACTIVE that the campaign targets Gen Z individuals aged between 18 and 25, a segment that is becoming increasingly important for HSBC One. “At HSBC One, we recognise Gen Z as a vital customer segment and are dedicated to empowering them to take control of their financial future, starting with understanding their personal finances,” he said. 

As a teaser for the campaign, several HSBC Hong Kong executives have posted about their "first" moments on LinkedIn.

Kicking off the campaign was an exclusive event in partnership with LinkedIn - a “Career x Wealth Planning” workshop featuring speakers from HSBC and LinkedIn. They shared the latest curriculum vitae (CV) writing and wealth management tips with over 120 local university students to help them kick-start their life planning.

"This initiative builds on a series of lifestyle events designed to equip Gen Z with the skills and knowledge they need for lifelong financial success," Shum said. Furthermore, Sinnie Ng from local girl group Lolly Talk was also invited to share her experience.

Following the workshop, HSBC will host a range of other experience-based activations that tap into Gen Z’s various “firsts” to educate them about the importance of starting financial planning early.

“We are excited to launch ‘Happy first’, our latest campaign supporting Gen Zs in the city to pursue their ambition, starting with opening their first bank account. HSBC One is here to support their every ‘firsts’ – from their first graduation trip to their first job," Shum said. 

Don’t miss: HSBC connects with diverse customer segments through Rube Goldberg machine

Back in April, HSBC launched a video showcasing how the bank connects with diverse customer segments via its bespoke "Rube Goldberg Machine" installation at the HSBC Main Building, celebrating its 160th anniversary.

The campaign kicked off with a 30-second video released on 4 March, showcasing the Rube Goldberg journey and inviting viewers to explore HSBC's rich history from the comfort of their homes, preceded by the full documentation released on 8 April. 

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