The outdoor push supports a TV spot that shows a group of children attempting to catch butterflies in a field. One boy then fashions a net out of a tree branch and his cap to capture a butterfly, an image that has been extended across the communications spectrum, from in-store to POS, print and outdoor.
Rachel Chau, ECD of JWT Hong Kong, which crafted the campaign, said the spot served as an analogy to show there were numerous investment opportunities in the market and that the bank had simple solutions to take the hassle out of investing. "The core message is that HSBC has simple solutions to help customers make the most of their investments,"Â said Chau.
The decision to highlight HSBC's investment solutions comes after focus groups revealed that Hong Kong consumers saw investing as risky and too time-consuming. "Our focus groups found that although Hong Kong consumers want to invest, they fear that investments are difficult and complex to make and they don't have the right expertise to do so," said Mary Choy, JWT general manager.
Against this perception, Choy said the bank chose to show that it had simple solutions to take the complexity out of investing in order to break down growth barriers and expand the investment market.
Last year's campaign positioned the bank as a professional investment planning advisor to differentiate it from rivals, said Choy.
"This campaign is targeted at the mass market, at people who don't have investment advisors," added Chau.
The integrated push will also extend to an online component to communicate new investment offers, from unit trusts to security and foreign exchange, and for customer acquisition. The campaign relies on an extensive outdoor presence, including a domination buy by MindShare covering eight consecutive, 12-sheet billboards at the MTR's Central station.
