HSBC UnionPay Credit Card redefines travel with a Shakespearean twist

HSBC UnionPay Credit Card has launched a new campaign inspired by Prince Hamlet’s iconic soliloquy: “To be or not to be, that is the question.” Reimagined for today’s Hong Kong audience, the campaign explores the modern dilemma: “To go north, or not to go?” - highlighting the growing trend of cross-border travel to Mainland China.

This creative concept builds on the success of last year’s out-of-home (OOH) campaign, “Popularity Can Span Across Lo Wu” (紅得過羅湖), which cleverly flipped the viral phrase #紅不過羅湖 into a positive affirmation: #從此，人人 #紅得過羅湖—meaning “From now on, with your HSBC UnionPay Credit Card, everyone’s popularity can span across Lo Wu.”

Don’t miss: HSBC UnionPay Credit Card incorporates cross-border elements in OOH campaign

This year, HSBC believes more locals are travelling to China for leisure, shopping, and food, with even some occasional travellers likely to join in during peak seasons such as summer holidays and Golden Week. Conversely, some may still prefer to spend their holidays in Hong Kong.

A spokesperson from HSBC told MARKETING-INTERACTIVE that whether consumers are travelling north or staying local, the HSBC Pulse UnionPay dual currency diamond credit card has something for everyone. "For GBA travellers, the HSBC Pulse UnionPay dual currency diamond credit card offers benefits to enhance their trip. For those who prefer to stay in Hong Kong during holidays, Red Hot Rewards and spending offers are also available."

Also known as “「北上 or 不上 出卡都要呢一張」 - HSBC Pulse UnionPay dual currency diamond credit card promotion”, the campaign is done in collaboration with creative agency Hungry Digital and media agency OMG. It aims to drive top-of-mind awareness for card application, especially during the peak travel seasons, while driving immediate action – spending or applying the card if customers do not already have one.

With a twist on Shakespeare's iconic line, “To be or not to be, that’s the question,” the campaign poses the question, "To go (North), or not to go?" The message is that the Pulse Card answers this dilemma, offering various deals on dining, shopping, and entertainment, covering hotels, transportation, attractions, and meals. With the card, customers won’t have to choose a side.

As part of the campaign, HSBC has strategically placed media across key touchpoints. It will start with OOH advertising, including dominance in the MTR Admiralty mega digital zone, LED video walls at Admiralty and Lo Wu stations (the first and last stops on the Northbound East Rail Line), bus body and seatback stickers (including on buses for the Shenzhen Bay Port Line), and posters in the West Kowloon High Speed Rail Station car park.

To stimulate consideration, the campaign highlights recent GBA hotspots and spending tips featuring the Pulse Card on HSBC's social platforms, including Facebook, Instagram, and WeChat. It has also collaborated with third-party social pages that regularly share the latest GBA spots to enhance the card's appeal, along with affiliate networks, partnering with WeChat and Alipay to drive immediate sign-ups.

For digital promotion, the campaign has leveraged platforms such as DV360, Quantcast, Taboola, Google Performance Max, and search ads to drive card applications. It has utilised high-performing biddable media for immediate actions - whether spending or applying.

Additionally, a TV commercial will be launched to strengthen awareness, according to the spokesperson. The campaign has featured Hamlet striking a pose with the HSBC Pulse Card in hand at prime locations, both online and offline, combining humour and wanderlust to engage the audience.

Miranda Yung, head of retail products marketing, wealth and personal banking, Hong Kong, HSBC, said: "Last year, our campaign '紅得過羅湖' captured incredible attention, and surpassing that was no easy feat. This year, to keep the momentum alive, we turned to Hamlet’s iconic line, 'To be or not to be, that’s the question,' reimagining it to explore the theme of going north or staying in Hong Kong. Simple, relatable, and no matter your choice, the HSBC Pulse UnionPay dual currency credit card is the answer.”

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