HSBC One launches pop-up-bar to engage with Gen Z investors

HSBC One has joined hands with local cocktail bar, Kinsman, to launch its first pop-up “HSBC One trading bar”, offering a fresh, interactive way to introduce Gen Z to wealth management through an entertaining and immersive experience.

This activation forms an integral part of HSBC One’s ongoing "Here for your every first" campaign, which empowers Gen Z to embrace new life experiences. The campaign builds on the bank’s previous "Decoding Gen Z" study, which revealed that unfamiliarity with investment products is the biggest barrier preventing Gen Z from taking their first steps into investing. 

Running from 21 to 24 August, the exclusive pop-up invites customers aged between 18 and 35 to learn the basics of investment and wealth planning in a relaxed, engaging atmosphere, with complimentary investment-themed beverages.

Done in partnership with creative agency Narrow Door and media agency OMG, a spokesperson from HSBC said as Gen Z starts to build their careers, the bank saw the potential and need of this significant customer base to manage their income and grow their wealth profiles, thus the bank finds it crucial to engage with them at an early stage to support their wealth planning and foster their loyalty and stickiness to HSBC.

"By leveraging the knowledge and expertise we have gained from serving customers across the wealth continuum, we are helping Gen Z customers climb the wealth ladder as they embark on their journey in investment and wealth building."

Citing HSBC One's Decoding Gen Z study, taking the first step in investing is not easy, particularly for Gen Z consumers, who have reflected the biggest barrier for them to start investment is the unfamiliarity with investment products, said the spokesperson. 

"Rather than doing the traditional way such as talks or seminars, HSBC One has opted for an innovative approach, by introducing the HSBC One x Kinsman Trading Bar, a beyond banking experience designed for Gen Z to explore the fundamentals of investment and wealth planning in a relaxed, engaging atmosphere. This experience is completed by interactive games infused with wealth concepts and complimentary investment-themed beverages, making learning both enjoyable and accessible," added the spokesperson. 

As part of the activity, HSBC One will launch seven signature active drinks, featuring beverages with different prices that fluctuate with market prices. Participants need judgment and analytical skills to decide the optimal time, purchasing at a low price as a seasoned investor would. This is designed to immerse customers in the dynamic and unpredictable nature of a real trading market.

The event also features a game of darts that embodies the investment principle whereby higher potential returns correspond to greater difficulty and higher risk. Participants can aim for targets on the dartboard to earn refreshments or rewards. Additionally, by answering a few simple questions, participants can identify their investment personality and receive a personalised signature drink based on their test results. This helps them build a diversified portfolio and develop a unique financial style for wealth management.

Beyond games, there will be a lucky draw. By completing simple tasks, participants can earn a chance to win prizes worth up to HK$20,000, including starter funds to empower them as they embark on new journeys such as investing, travelling, studying abroad and other milestones.

"Much like crafting the perfect cocktail, managing an investment portfolio requires a thoughtful balance of calculation and creativity. Through our pop-up HSBC One Trading Bar, we’re introducing Gen Z to investment and wealth management in a relaxed, interactive setting - helping them build the essential skills and knowledge to embark on their wealth journey, just as a mixologist hones their craft to create a masterpiece", said Cheuk Shum, head of marketing, Hong Kong, HSBC.

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The "Here for your first" campaign first launched in June, with several HSBC Hong Kong executives having posted about their "first" moments on LinkedIn.

It was then followed by 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.

The campaign came 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.

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