HSBC has highlighted the power of technology in simplifying wealth planning with a new brand film featuring Hong Kong actress Louise Wong as part of its latest integrated campaign.
Within the brand film titled “Create your wealth future”, Wong leverages her experience as a young mother and real-life HSBC Premier customer to promote the power of technology and global wealth expertise in planning for the future.
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The film further illustrates HSBC’s effectiveness in alleviating the stresses and complexities of investing with personalised wealth solutions through a fusion of advanced technologies and wealth expertise. It aims to showcase how clients, such as Wong, can be empowered to confidently manage their own wealth to create a future they want with their loved ones.
The film was created in partnership with Wunderman Thompson Singapore, Omnicom Media Group (OMG), and commercial director, Eric Will. Employing CGI production techniques and visual effects, it featured imaginative yet realistic landscapes such as the future city Wong envisioned herself living in and the places she would explore with her family. This sought to give viewers an inspiring glimpse into the possibilities of Wong’s future of wealth.
This campaign aims to address the issues in the present-day investment landscape, which is ripe with a vast array of options and financial data. Rather than being empowering and exciting, the deluge of information and options can sometimes overwhelm and paralyse investors, according to the release. Consequently, investors might not do enough to grow their money, leaving them unable to build the funds they would need for the future.
The integrated marketing campaign will run across cinema, digital, print, social channels, and in-flight screens, in a bid to motivate people to start creating wealth for their futures. An out-of-home billboard has also been erected on AYE Keppel 37 in Singapore.
Internationally, HSBC has also been ramping up its efforts to promote financial independence through various campaigns. In July 2023, it launched a teen-focused campaign called “HSBC Teens Proposition” that aimed to help teenage customers in Hong Kong reach financial independence.
This followed a HSBC FinFit study that found that 68% of surveyed parents agreed that children need financial education from an early age. Done in collaboration with creative agency Narrow Door and media agency PHD HK, the campaign targeted teenagers aged between 11 and 17, who were looking for more lifestyle and financial autonomy as they became adults.
More recently, the brand launched the “HSBC One Reth!nk Wealth Campaign” in collaboration with Wunderman Thompson Hong Kong to debunk widespread investment myths. This came in response to the realisation that misconceptions about investing remain prevalent in the Hong Kong insurance market. These included misleading narratives that suggested that online forums can provide reliable investment advice, or that "major banks such as HSBC cater solely to the affluent and seasoned investors", muddling the picture for beginner investors.
The campaign consisted of six videos designed to tackle the misconceptions, featuring artist Ho Kai Wa (Dee) and ViuTV King Maker V participant Aaron Leung, who are known for their strikingly similar appearances.
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