HSBC Taiwan’s latest TVC utilises celebrity power from teen flick

“You are the apple of my eye” has been a very successful Taiwanese film from author and director Giddens Ko's. It starred Ko Chen-tung and Michelle Chen and was rated in the top two blockbusters for the Taiwan summer, especially among young moviegoers.

JWT Taipei, which has been working on HSBC’s creative account for over five years, came up with the creative idea of using the two main characters Ko and Chen.

Jacky Yang, client service director, JWT Taipei, explained the insight behind the creative idea was that there have been quite a few news reports on TV and in newspapers such as Apple Daily, complaining of poor services at many banks’ call centers.

“Customers have to be kept on hold or get transferred to other lines endlessly, which is quite common for many local and major international banks,” Yang said.

It’s Ko and Chen’s first TV commercial together, but the ad storline is not related to their roles in the movies. “Instead the TVC leverages the awareness of the two celebrities, as they are very hot right now,” Yang said.

Ko plays a businessman on a trip to Shanghai, who realises that he has lost his wallet. He calls the HSBC call centre, and is answered by Chen. She takes his call patiently, and suggests a wide range of available supports. Three Years late, Ko has become a  successful business man, and in a business transaction meeting when Ko and Chen met again, when Chen starts to talk, Ko recalls  her voice from her call centre working days.

The TVC spot has been running on major TV channels in Taiwan, as well as on YouTube.

Mindshare is the media agency partner.