Page 53 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme

Merit Award

“Reboot HSBC Life”
HSBC Life

In August 2018, HSBC Life launched its “A PROMISE IS A PROMISE” rebranding campaign for HSBC Insurance. This overarching
campaign idea came from the insight that people always focus on making a promise, but often lose sight of the time and effort
needed to keep it. HSBC Life redefines insurance as “a promise that has the power to make a real difference in people’s lives”. The
brand relaunch had a tremendous impact on brand perception and industry recognition, and made the insurance business a key
growth contributor for HSBC.
The latest campaign builds on the Promise platform, telling the story of a dad who keeps a promise to dance with his daughter in a
ballet performance. This simple narrative incorporated deep consumer insights – not just a heartfelt promise made by a father to
his daughter, but the incredible effort needed to fulfil that promise, including the outside help that is often required.
It conveys a symbolic message that HSBC Life is here to stand by our customers and offer them help when it’s needed. The
c­ ampaign protagonist, Ballet Daddy, is also a reflection of modern parents in Hong Kong, which resonated with local people who
offered positive feedback in pre-screening tests.
It was the combined and continuous efforts of the marketing, consumer insight, and business teams that brought the HSBC Life
brand proposition to life in these two waves of the campaign – to support our customers in keeping their promises by providing
a range of protection and savings insurance products. This through-the-line campaign drove Insurance business priorities in Q1
2019, with TVC, online video, out-of-home advertising, print advertising, and product advertising.
Comments from the Judges:
This was commended as a valiant and challenging marketing campaign, which enabled HSBC Life get back in the insurance
industry, in a modern, inclusive and innovation way.
The whole campaign was carefully designed and executed in four distinctive phases. Staff members were well-aligned to overcome
the operational challenge, in order to ensure the restoration of the giant was well underway. The slogan “Because a Promise is a
Promise” was coherent and catchy and echoed the importance of keeping promises for an insurance brand. The adoption of a
real touching story of the intriguing “Ballet Daddy” TVC was thoughtful and successfully brought HSBC Life’s promise alive for
customers.
The campaign has achieved phenomenal growth in market share and revenue. With multiple marketing tools in parallel with a
wholly-engaged senior leadership, empowered internal and external facing teams, the campaign has successfully rebooted the
giant brand for the modern era and embarked on a journey towards success in insurance industry.
Parties to be Recognized for Contributing to the Success of the Programme:
1. Saatchi & Saatchi Hong Kong

51HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019