Page 59 - MA2022-Souvenir-Programme

Merit Award

“HSBC One – Say Goodbye to Wealth A0 Millennials Campaign”
HSBC

HSBC One is the mass banking proposition that liberalises more and better banking solutions for Hong Kong people, especially the
younger generations. It was discovered that majority of youth found it difficult to start their wealth management journey, but only
half of them seek professional advice as conventional ‘bank talk’ wasn’t resonating with them. Thus, it was critical to change the
way HSBC promotes investment by finding another entry point that hits closer to their hearts. The campaign was inspired to start
with what matters to them most – ‘first romance’.

Say Goodbye to being a “Wealth A0”
Marrying the concepts of romance and wealth, a unique lingo “Wealth A0” was created and became the key vehicle to converse
with youths. “A0” is a slang, a social phenomenon, amongst youths to describe their relationship status. “A” means “available” and
“0” (zero) means the person has never been in a relationship. Thus, “Wealth A0” is the creative application that refers those with
no experience but are looking to start their wealth journey. The campaign leverages youths’ eagerness to rid their “A0” status and
urge them to take their first steps forward.

The creative key to drive engagement was to play around this slang together with influencers’ “relationship status”, reaching youths
throughout online and social portals where they frequently visit. From endorsing an authentic A0, Keung To, as the Wealth A0
ambassador, to hosting the Facebook and Instagram live event, followed by a series of KOL content, and ended with the “Wealth
A0 Graduation Ceremony”, everything was about engaging with youths and encouraging viral sharing on social media.

With the new approach to communication, HSBC has not only found its way to connect with youth, but also established a good
start for the young generations to take charge of their financial future.

Comments from the Judges:
It was commended as an innovative and educational marketing campaign, which enabled HSBC One to successfully attract the
young Millennial to its customer pipeline through an edu-tainment approach and to build long-term relationships with this target
segment in the highly competitive financial market.
The objectives were clearly identified and targeted. The right choice of celebrity and the fun jargon, “Wealth A0” were perfectly
orchestrated and effectively caught the eyeballs of the target segment in the most appealing way. The campaign reinvented
HSBC’s mature and conservative image to become more youth and relevant. The focus on customer development of equipping
young Millennial with financial education and wealth management support instead of product selling effectively gained the trust
from young clients and attracted them to start their lifelong investment journey.

The results were overwhelming. It was a major diversification on the traditional HSBC clientele and the efforts in extending
services to the next generation was forward looking. The campaign has successfully transformed HSBC brand to appeal to younger
generations and strategically to become their wealth management partner.

Parties 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