Page 51 - MA Dinner 2023

Bronze Award

“HSBC Mobile Banking presents: DuoVerse”
HSBC

HSBC understands the need to engage with Gen Z and transform the brand to fit the future. Its ambition goes beyond being
perceived as a leading bank; it wants to be a leading digital bank that can support the needs of the new generation in Hong Kong.
That is why HSBC is committed to banking innovation and has launched over 200 new mobile enhancements in 2021 alone.

While the pandemic has supercharged mobile banking adoption in the last few years, its young audiences’ expectations of mobile
banking go beyond just a digital version of what they have seen in physical branches. They need a truly mobile-centric experience
that is fun, personalized and rewarding. Therefore, HSBC has invested a lot in answering the young customers’ needs, and has gone
beyond banking to communicate its innovation leadership, in order to win the hearts and minds of the youth.

Introducing the DuoVerse
The Hong Kong’s first live music show combined offline and the metaverse, with real-time synchronization across both stages. It
offers a truly interactive and immersive experience that customers have never seen before. HSBC built upon both young consumers’
love for music and the metaverse for a truly innovative experience to drive adoption of HSBC’s mobile offerings. The more you log
on, the higher the chances you have of gaining admission to the money-can’t-buy experience.
This campaign leveraged the music show’s excitement to drive huge awareness and mobile activation. From above-the-line
communications, micro-targeted edutainment videos, social engagement and even mobilizing is branches and front-line staff,
HSBC was able to educate about mobile banking every step of the way.

By democratizing new technology, HSBC has successfully improved its brand image and inspired itself to invest further in innovation
to deliver seamless and frictionless mobile banking services for customers.

Comments from the Judges:
The campaign has effectively solidified HSBC’s standing as a leading digital bank among GenZ consumers through a bold and
inventive approach, resulting in a unique and immersive experience that significantly shifted brand perception and boosted
market share among the younger demographic.

This initiative stood out by ingeniously merging music and the metaverse to craft an entirely original brand encounter. HSBC took
a giant leap by introducing DuoVerse, an unprecedented music show seamlessly blending the physical and virtual realms. The
music show became a sensation, sparking social virality and securing the top spot in Google Trends. This not only showcased
HSBC’s innovative prowess but also integrated digital banking as a dynamic and integral aspect of the brand. By providing an
unparalleled experience, HSBC distinguished itself and engaged customers in a novel and captivating manner.

The campaign delivered remarkable outcomes by encouraging existing users to interact more with its app and achieving a growth
in new customers. This groundbreaking campaign not only made a profound impact on HSBC but also set a new standard for
customer engagement and technology adoption within the banking industry.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Saatchi & Saatchi Hong Kong
2. PHD

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

9/26/2023 3:36:38 PM
Dinner 2023 Ken.indd 49
Dinner 2023 Ken.indd 49 9/26/2023 3:36:38 PM