The campaign, which was developed by globally-aligned agencies JWT and MindShare, departs from what JWT business director Alex Fu called the “red wine, red carpet” approach to one which attempts to talk on the same wavelength as the target demographic. Film star Maggie Cheung has taken on a leading role in the global launch of the new product, which will roll out in 35 markets worldwide, positioned to attract an audience segment that may not consider themselves rich and successful.
“Our insights show that these potential customers are successful, but don’t necessarily want to show off,” said Fu.
The launch uses fireworks as a symbolic way of communicating the celebratory aspect of the new product, while subsequent communication will hone in on some of the core product pillars. Key media includes print, outdoor, and in-store executions.
Meanwhile, HSBC China has embarked on its first major communications drive since becoming locally incorporated as a result of the China Government’s deregulation of the finance sector in accordance with the WTO agreement.
Developed by JWT, with MindShare handling media planning and buying, the campaign seeks to position HSBC as one of the early movers in a sector that has seen only a handful of banks granted licences that enable them to conduct business with mass affluent and corporate consumers, and SME and mid-market enterprise customers.
Cameron Romeril, MindShare brand team leader, said the campaign launch had its challenges, including media placements to ensure the message reached eligible consumers and reinforced the ‘World’s local bank’ platform.
“We needed to be flexible. The dates for launch were in the hands of the Government regulatory committee. In the end, we had just three days to confirm placements - a profoundly difficult task when you have so many markets with multiple media that all needed to deliver innovative and impactful executions. I think we re-planned this campaign more times than I can remember,” he said.
The campaign includes television, print, outdoor, online and public relations. In one outdoor execution, the TVC was projected onto a Citibank building in China.
Romeril noted that the key challenge moving forward would lie in sustaining and building upon the buzz created by the first installment of HSBC’s local campaign.
Additional reporting by James Murphy
