The Bates-created campaign includes a 30-second TVC, print ads, POS, direct marketing and telemarketing.
According to Simon Shing, business director of Bates Asia Hong Kong, the 30-second thematic TVC underscores the reality that while people spend a lot of time planning everyday activities, they spend very little time planning for retirement.
The TVC features a young man planning a holiday with his family, until he realises he needs to plan a little bit further into the future if he is to enjoy his old age and retirement.
Much of the media placement for the campaign is in HSBC branches. "Strategic branches have been selected as flagship branches," said Shing. "The flagship branch brings a consistent message with the media activity."
HSBC retirement campaign goes direct to market
HSBC has rolled out a campaign for its retirement planning services, aiming to tap into consumers' uncertainties about retirement and give them a 'wake up call'.