HSBC and Wunderman Thompson HK co-create inclusive campaign #ThisIsMyFamily

Under the current circumstances of Hong Kong, every family is unique and is evolving as they make bold moves forward to face the challenges head on. In light ofthis, HSBC Premier has launched the #ThisIsMyFamily campaign to support families every step of the way, along with a new suite of products and services. The Premier branding and visual identity were also refreshed to line up with the ambition to reinforce the brand identity of HSBC.

At the core of the campaign is the belief that a family can be however the family defines it, and that the future of families lies in their determination to make bold moves. To communicate HSBC Premier’s aspiration to progress with the change, Wunderman Thompson Hong Kong developed a campaign to feature three stories, where three celebrity actors encapsulate three distinct Hong Kong families who face various life changes. The celebrities who played the characters were also carefully selected based on their personal stories to better connect with Hongkongers. 

The Three Hong Kong Families that have championed through change

The stories were delivered through a series of thematic videos followed by a number of functional ads, depicting how each family has embraced change and made bold life decisions with HSBC Premier.

 HSBC Premier – Make it red, bold and everywhere

The campaign started with a teaser video to arouse public interest on 21 January 2022. The three thematic videos were launched in 3 phases via TV, digital and social media channels, spanning from late January to early March 2022, to touch the hearts of our target audience.

To maximise awareness among the mass affluent audience, specific locations were strategically selected for out-of-home ad displays in Causeway Bay, Admiralty, Tsim Sha Tsui and Central as well as digital dominations to take over the city.

All these were designed to remind the audience of the products and services HSBC Premier has to offer as they create a better future for their family. 

An effective campaign that delivers heartfelt messages

In this challenging time, the heartfelt messages were spread around Hong Kong to reiterate the progressiveness of HSBC Premier, with 92M+ impressions, 547K+ clicks, and 5.3M+ video viewsreaching over 6.4M people. Together with the 20+ organic IG stories by celebrities and the 130+ earned media coverage with the value over HKD7M across print, online and social media platforms, the messages reached even further. A majority of the mass affluent fieldwork audience found HSBC younger and more modern (79%), with nearly 70% agreed that HSBC has taken a big step  forward in terms of diversity and inclusion.

Brian Hui, Head of Customer Propositions, International and Marketing, Wealth and Personal Banking, Hong Kong, HSBC, said: “Since its rollout in 2007, HSBC Premier has been a market-leading proposition to support the wealth aspirations of families in Hong Kong. As their banking needs continue to evolve with time and the changing concepts of family, we have reimagined our service offerings by leveraging HSBC’s global presence and connectivity, as well as solid wealth credentials. Under the service reinvention, we have significantly enriched our wealth and international banking services to drive wealth creation for customers and support their children’s overseas education needs.”

SheungYan Lo, APAC Regional Chief Creative Officer & HSBC Global Chief Creative Officer, said: “To enlighten Hongkongers with the warmth and hope that “family” can bring in a time like now, has given this campaign a bigger purpose. Everyone in the client, agency and production team has put in a lot of love to make sure people feel it.”