Revolution is a financial services programme tailored for young professionals and executives.
The ‘world’s local bank’ is focusing on a growing segment in the city-state’s population - young professionals between 25 and 34 who have a monthly disposable income of at least S$3,600 (US$2,600) and plenty of savings.
Wendy Lim, head of consumer banking at HSBC, said: “Most of the financial offerings targeting yuppies in the
market are one-off products, such as credit cards. With our new proposition, we’re seeking to change this status
quo and address the full spectrum of needs, from banking, investment and savings to life protection and lifestyle preferences.”
Developed by JWT Singapore, the through-the-line campaign comprises a musical-style TV spot centred on a young man going about his daily routine while stressing what he needs out of life through a song titled, ‘Let’s talk about me’.
“From the logo design to the microsite, this campaign is completely different from anything HSBC has done before,” said Ali Shabaz, ECD at JWT Singapore.
“Marketing for financial services companies is often quite conservative, but we really wanted to connect with the target market with this - people who care about their finances, but also care about other things going on in their lives,” he added.
HSBC’s financial services programme is designed to stretch consumers’ purchasing power with lower interest rates and grow their wealth with investment plans.
Lim added: “We want to establish a broader relationship with yuppies and to grow our share of the market. This includes helping them to get started on wealth management, so that they can move up the wealth ladder to a status where we’re well-positioned to serve them through our other programmes.”
Tie-ins with taxi firms, cinemas and retail establishments, such as bookstores further sweeten the deal for the bank’s well-heeled audience, while a dedicated website addresses the target market’s increased dependence on internet banking.
Paul Soon, MD of XM Asia/RMG Singapore, said: “In developing the microsite for Revolution, we wanted to engage an audience that is curious about developing its financial profile but doesn’t want to be overwhelmed with boring details.”
HSBC tries to dance its way into yuppie wallets
SINGAPORE - HSBC is attempting to sing and dance its way into the wallets of its executive customers with the launch of a musical-themed campaign to promote its Revolution service.
