The ‘Insuring your emotions’ drive was created by JWT and is the first global push for HSBC Insurance. The banking group is aiming to grow Insurance’s share of global profits from 13 per cent to 20 per cent, and has upped marketing investment accordingly.
The ads feature an emotional bracket in HSBC’s distinctive red, detailing a particular customer concern that the bank is able to protect. The theme is in line with the international ‘Your point of view’ brand positioning.
Media, running across print, outdoor and MTR, is handled by AOR MindShare.
The ad tagline: ‘Whatever emotion you’re trying to protect, we’ve got you covered’, will be used for similar executions rolling out in selected Asian markets.
“It’s our new global brand campaign and is different from the product advertising we launched previously,” said HSBC senior corporate communications manager Laine Santana. “We believe it stands out from competitors’ advertising as the underlying proposition digs deeper to protect our customers’ feeling and desires.”
The campaign launches as JWT Hong Kong attempts to bolster its critical HSBC account team by naming Yvonne Tang as director-in-charge of the business.
Tang reports to agency CEO Desmond So, and will work closely with account director Dennis Lam, director of planning Lai Wang, and ECD Steven Lee.
She will sit across all communication aspects, including working with partner agencies Hill & Knowlton and RMG Connect. This is Tang’s second stint at JWT.
“JWT Hong Kong’s strategic branding campaign is well respected by the client, but we need to do better with tactical campaigns,” explained So.
“Since early 2008, our [HSBC] account service headcount has grown from eight to 14, as we hope to
produce more non-traditional communications work for the brand.”
While HSBC remains the market leader in Hong Kong, Tang said that the worsening economic situation meant that the bank could not afford to be “complacent”.
HSBC activity banks on feelings
HONG KONG - HSBC is aiming to showcase its ability to protect people's feelings in a new global advertising campaign for its insurance division, debuting in Hong Kong.
