Page 47 - MA2024

Silver Award

“HSBC Fraud (呃) Fair”
The Hongkong and Shanghai Banking Corporation Limited

Hong Kong has witnessed a concerning rise in fraudulent activities, and despite the relentless efforts of authoritative bodies in
conducting awareness campaigns, the persistent escalation of fraud cases has necessitated a fresh storytelling approach. HSBC
has stepped up to the challenge, transforming a seemingly mundane topic into an enlightening public conversation.

HSBC’s unwavering commitment to redefining the discourse around fraud prevention has been acknowledged and well celebrated.
This recognition speaks volumes about the bank’s dedication to tackling the pressing issue of financial crime in Hong Kong. The
triumph lies not only in the prestigious award but also in the resounding success of the “HSBC Fraud Fair”.

“HSBC Fraud Fair” was more than just an exhibition; it represented a harmonious blend of art, digital innovation, and social activism,
captivating the community with the powerful message “Unmask Fraudsters Through Art.” Endorsed by the Hong Kong Monetary
Authority, the exhibition brought fraud stories to life with 20 installations across 9 distinct sections. It provided an interactive space
that was free for the public to educate themselves against fraudsters.

HSBC’s belief in investment extends beyond capital; the bank recognizes the transformative power of creativity. This recognition
further solidified the conviction that daring to innovate for the greater good can indeed redefine the existing narrative. The
campaign received extensive coverage across various media channels, and both the organic online engagement and the viral
spread of the campaign across borders have magnified its impact far beyond expectations. This proved that when creativity and
cause align, the possibilities are indeed boundless.

Comments from the Judges:
This campaign marks a revolutionary approach to raising fraud awareness, brilliantly transforming a critical societal issue into a
captivating artistic experience. By leveraging innovative art as an educational tool, HSBC not only captivated the audience but
also established a new standard for engagement in the financial sector. This creative strategy effectively resonated with the public,
fostering a deeper understanding of fraud prevention in a memorable way.

The campaign’s unique integration of immersive installations and interactive elements showcased HSBC’s commitment to
meaningful customer education. By breaking away from traditional messaging, it captured the imagination of attendees and
encouraged proactive behavior. This fresh approach not only engaged diverse audiences but also amplified the effectiveness of
the educational content, setting a powerful precedent for future initiatives.

The success of the “HSBC Fraud (呃) Fair” extends beyond its immediate impact, inspiring other organizations to embrace creativity
in public education. By prioritizing social responsibility and innovative engagement, HSBC has positioned itself as a leader in
customer protection, paving the way for a more informed and vigilant society.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Hill & Knowlton
2. Hungry Digital Limited
3. NNNNNNN LIMITED.
4. Omnicom Media Group
5. Perks production

45
HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

Dinner 2024 souvenir programme.indd 45
10/4/2024 12:07:26 PM
Dinner 2024 souvenir programme.indd 45 10/4/2024 12:07:26 PM