HSBC revives ‘Professor Panda’ animation to make health coverage fun

HSBC is blending childhood nostalgia with financial literacy to revamp how Hongkongers think about health insurance. By reimagining the iconic TV animation Professor Panda Says (成語動畫廊), the bank’s latest "Health pal" campaign makes medical protection engaging, accessible, and far less intimidating.

Running through 30 September, the initiative targets mid-market consumers, digitally savvy HSBC One users, young professionals, and families. The goal is to drive awareness and consideration for the Voluntary Health Insurance Scheme (VHIS)—a product many in these groups are purchasing for the first time.

Building on the insight that many consumers delay purchasing health insurance because the need doesn’t feel immediate—and that this hesitation is reinforced by misconceptions and the category’s perceived complexity—the campaign positions HSBC Life as a trusted, supportive partner, said a spokesperson from HSBC. "Through this campaign, we aim to help customers build proactive preparedness and understand why health coverage matters now."

A critical pillar of this campaign centres on education to unlock these barriers. However, in an industry dominated by complex jargon and a solemn tone, traditional insurance messaging can struggle to engage audience. To cut through, HSBC has revived the classic animation "Professor Panda Says" (成語動畫廊) to tackle common medical protection myths in a way that is informative as it is entertaining.  

"'成語動畫廊' holds a unique place in Hong Kong’s collective memory, having educated generations through bite-sizes engaging storytelling. While it’s nostalgic, its appeal goes beyond older generations – it’s a classic that multiple generations have grown up with and still connect today. Fun fact: the show is still airing on TV now, making this creative platform recognisable and still relevant today," added the spokesperson. 

Leveraging that cultural familiarity, the campaign uses a series of five short, animated episodes to unpack complex insurance topics – ranging from VHIS coverage scope and protection gaps to the risks of relying solely on online forums – mirroring how the original series explained timeless proverbs. 

By transforming a complex, intimidating subject into simple, highly engaging and shareable content, the videos create snackable learning and conversations among audiences of different generations. This creative approach also provides an extensible platform that can be scaled to future protection topics.

The campaign is amplified via TV, connected TV, YouTube, social media platforms and display banners. It is done in partnership with creative agency Hungry Digital. 

Stanley Tong, chief commercial officer, HSBC Life, said: “Buying health cover shouldn’t feel intimidating. Through engaging, bite-sized content, we’re helping customers understand the importance of health insurance and coverage gaps that can catch people off guard. By leveraging the popular  '成語動畫廊' series, we’re also making the topic more fun —so customers feel informed, supported, and prioritise to take action.” 

Cheuk Shum, head of marketing Hong Kong, HSBC , said: "Because '成語動畫廊'  is so deeply ingrained in the hearts of Hong Kong people, bringing it back sparks instant talkability across people of different ages. By bridging nostalgic storytelling with modern health literacy, we are showing that insurance marketing can be both culturally meaningful, resonant and genuinely refreshing.” 

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