Jenny Chan 陳詠欣
Nov 20, 2014

HSBC HK goes down video route, but still a practical route

HONG KONG - HSBC has launched a new thematic campaign centred around three short videos that take a soft-sell approach (at least by Hong Kong standards).

Client:  HSBC

Agency: Grey, Mindshare

Market: Hong Kong

Scope: Print, digital, social media, OOH and BTL

Details: The campaign titled ‘Your needs. Our solutions’ aims to deepen the bank's relationships with customers by demonstrating how it comes up with tailor-made business solutions.

In one of the videos, for example, the general manager of a small trading company is asked to pay in RMB instead of US dollars, but has no idea how to do so until he gets help through an online financial consultation with the bank's relationship manager.

Press release quote: Juliza Liu, business director, Grey Group Hong Kong: "The approach of using interactive short videos is an out-of-the-box idea. Videos could help to make the sometimes hard-to-digest banking marketing messages more engaging and interesting. HSBC's innovative format is the first among its competitors in the commercial banking sector in Hong Kong. Traditionally HSBC’s advertising were mostly conventional, hard-selling and product-driven, focusing mostly on ATL, but this campaign avoided that.”

Campaign's comments: In conservative commercial banking, forget about persuading clients to tell stories in deeply emotional ways. In the real world, the only emotional payoff people care about is the money to be made, and this is especially pronounced in Hong Kong. You have a remittance problem? Here's how to solve it so you can get on with making more money. Customers happy. Bank happy. Client happy. Ad agency happy. Pay up. No nonsense. Done deal.

CREDITS

Client: HSBC
Campaign Title: ‘Your Needs. Our Solutions’
Creative Agency: Grey Group Hong Kong
Group creative director: Keith Lo
Associate CD: Dave Ho, Associate Creative Director
Associate CD: Christopher Lee, Associate Creative Director
Senior copywriter: Keith Lam, Senior Copywriter
Business director: Juliza Liu
Account manager: Matt Wong
Media Agency: Mindshare Hong Kong
Exposure: Digital, OOH, Social Media and in-Branch

 

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