Page 55 - MA2022-Souvenir-Programme

Excellence Award

“HSBC Premier #ThisIsMyFamily Campaign”
HSBC

HSBC Premier has always been the preferred premium bank account for HK’s Mass Affluent families. It set the benchmark for what
premium banking should be and was highly sought after, commending the highest market penetration in the segment.

However, competitions have since launched their own premium products and communications with more aggressive efforts to
capture the spotlight. Instead of being the leader and trend-setter, Premier has lost its luster and blended-in with the category.

Influenced by a wider perspective on social values and norms, a new generation of more diverse customers with different ideals
has emerged. To them, there isn’t a single definition of family, and the traditional nuclear family image is seen as conservative and
alienating. Being more progressive in value and diverse in family background, they expect their bank of choice to have the same
progressive mindset to empower them and their family to achieve greater prosperity.

Thus, HSBC saw a need to refresh the Premier brand and break old stereotypes, redefining what Premier represents and who HSBC
pledges to serve.

Make bold moves for your family’s future
Premier’s new proposition is “You define your family, your need. Whatever your bold moves are, HSBC Premier is here to support
you”. The message is that Premier is breaking away from the banking’s traditional image to embrace the new norms of the new
generation.

To get audience to empathise with the message, and to provoke reflections, discussions, and actions, HSBC has chosen 3 thematic
videos as the initial spark. What truly made the campaign burn bright was the use of the hashtag #ThisIsMyFamily on family
portraits and how HSBC leveraged the support of influencers and people on social media to fan the flame for dialogue and rally
people behind the new, broader, definition of family that HSBC Premier pledges to serve.

Comments from the Judges:
It was commended as a bold and surprising marketing campaign which has effectively revitalized HSBC Premier brand in the face
of changing social and financial environment and sustained its leading position in the affluent banking industry.
With a clear understanding of the target market, HSBC Premier was able to catch the latest family trends and family relationship
and has made a brave attempt to broaden the depiction of families to include unmarried partners, single-parent families, pets and
LGBTQ+ members and so forth. Its extensive global presence coupled with digital banking technology enabled HSBC Premier to
upgrade the premium offerings to empower families to seize opportunities with their changing roles and needs.
The results were overwhelming as evident in the highly impressive marketing and financial achievements. The campaign disrupted
the status quo of the affluent banking and broke the conservative and slow-moving image of the bank industry. The huge success
of the campaign has not only elevated HSBC Premier brand as more inclusive and modern, but also paved the way to generate
more breakthrough campaigns to effectively support future business growth.
Party to be Recognized for Contributing to the Success of the Programme:
1. Wunderman Thompson Hong Kong

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022