HSBC Hong Kong has been producing some unorthodox marketing efforts lately.
From the launch of the "HSBC in Hong Kong: A Virtual Story" app, which uses argumented reality to show a mosaic, historical map of HSBC main buildings last October, to several myth-busting posts on its social media that explained the bank's history and fun facts centred around it (Read more: Why HSBC wants everyone to look at its secret tunnel on social media), the bank seems to be in the effort of lessening its corporate image and engaging customers on a more personal level.
In its latest branding campaign, the bank revamped its credit card design, and put a visual spotlight on its iconic lions, Stephen and Stitt.
"HSBC lions have been an iconic symbol of the bank for nearly a century. They stand for the values of protection and prosperity that are at the heart of our brand," Audrey Wong, global head of retail banking marketing, HSBC told Marketing.
She said the new launch aims to unify the bank's image globally.
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"We wanted to create a single own-able design that is representative of the HSBC brand, for the millions of HSBC credit and debit cards around the world since they are one of the most visible and personal touch points we have with our customers," she explained.
"This single design cuts through the complexity that has accumulated in our worldwide portfolio of cards, simplifying hundreds of design variations to one global design through the systematic use of colours and descriptors. By featuring a modern interpretation of the HSBC lions, we now have a global visual identity for our card portfolio that is collectively unified, yet individually distinctive, making our cards instantly recognisable around the world."
Hong Kong, China, Malaysia, Singapore and UK have rolled out the new design for new and replacement cards, with other countries following suit. Wong said the new design will be communicated via the usual channels through digital and traditional media, in branches and on the social media platforms.
Wong added the bank has also introduced emerging card technologies such as a contactless payment feature with the new design, and support for digital payment services such as Apple Pay and Andriod Pay, as well as introduced a free global Wi-Fi through BOINGO to cardholders.