Swift Family series promotes HSBC's online services

HSBC Digital has developed a series of TV commercials to demonstrate the benefits of the bank’s online and mobile banking services.Developed by HSBC’s creative partner JWT Hong Kong and media agency Mindshare, the spots, dubbed Swift Family, hinge on the local insight of impatient digital users in Hong Kong to illustrate how the local bank cater to the needs by offering responsive experiences in the digital space.http://www.youtube.com/watch?v=PpKkP4e1h_ghttp://www.youtube.com/watch?v=RCjEmX2xHGcTerry Tsang, group creative director of JWT Hong Kong, told Marketing the spots ride on the concept of real time response to resonate local audiences.“Modern digital users are impatient and always look for real time response in the digital space."By telling stories of how easy typical Hong Kong people come across instant needs, the spots highlight how HSBC’s digital offerings answer their needs by delivering usage demos of its online and mobile services.”Credits:Client: HSBCCampaign: "Swift Family. HSBC Digital"Creative agency: JWTGroup creative director: Terry TsangCreative director: Anna ChungAssociate creative director: Bobby ChiuSenior copywriter: Yeemui CheungMedia agency: Mindshare