HSBC TVCs bank on global expertise for locals

Developed by JWT, the campaign is aimed at local consumers looking for global expertise in the areas of wealth management, loans and credit cards.

Aparna Guruprasad, senior VP of HSBC Singapore’s brand management and marketing services, commented: “The current financial services landscape presents an opportunity for HSBC to leverage its strong brand equity as ‘The world’s local bank’ to meet the varying needs of our customers with relevant product solutions.

“We’re aiming to reinforce HSBC’s presence in the marketplace and own top-of-mind consideration in our customers’ minds,” added Guruprasad. “The campaign also serves to differentiate the HSBC brand as one that respects individual differences, values service excellence and offers customised product solutions.”

The first TV spot depicts a television set, a baby’s room and a telescope that grow and stretch to take on more functions - showing how financial products need to adapt to changes in real life.

The second, which runs from the beginning of April, follows the journey of a lovelorn man who negotiates numerous obstacles in a train station to catch up with his departing lover. A third spot likens the bank’s credit cards to be as malleable as modeling clay. Each spot ends with a tagline that declares how HSBC’s products and services are ‘designed for you’.

“The creative strategy was driven by how consumers look for, and expect, solutions that suit their individual needs, rather than a one size fits all approach,” added Guruprasad. “Each product story demonstrates our understanding of our customers and our commitment to deliver the most progressive and relevant solutions.”

The financial group recently launched a green-themed credit card in Hong Kong through Hollywood star, Leonardo Di Carprio and has expanded into Vietnam.