Page 59 - MA2024

Excellence Award

“HSBC Premier Elite”
The Hongkong and Shanghai Banking Corporation Limited

HSBC launched a comprehensive campaign to launch its new upper-affluent service– “HSBC Premier Elite”. While migrating some
of their existing HSBC Jade members, HSBC made them feel that the move was an “upgrade” with a unique reverse marketing
strategy, generating desire for the “club within a club”.

To do this, it borrowed from the category of on-trend social clubs like Carlye & Co. and Soho House, teasing with 80+ influencers in
high-net worth circles to post one question on social media: “Are You Elite?”.

To build pre-launch aspiration, a high-profile press event invited key “Elites” to the Magistracy, where international actor and
director Stephen Fung was revealed as the star of the campaign accompanied by a brand film with other key influencers.

Then, Premier Elite clients and KOLs were welcomed with a sponsorship of the Tatler Ball, followed by an intimate client event at
Sevva, the renowned penthouse restaurant facing the façade of HSBC Main Building.

The Elites who engaged with the campaign were retargeted with three hero videos focused on three key value propositions -
wealth, lifestyle, and medical concierge.
HSBC achieved Premier Elite client acquisition increase of 250%. New funds increased by 66%, 30% converted to wealth, and
average total relationship balance per client grew by 8.3% year-over-year. Wealth penetration also reached 88%, a 1.1 percentage
point increase.

In terms of reach and awareness, the campaign generated over 44 million impressions, with a 0.82% click-through rate. Over 60%
target audience reach on social media and 94.49% reach among the 25+ demographic was achieved. The campaign also built
significant aspirational value, attracting 300+ elite guests to the launch events, generating $18.7 million in PR value.

Overall, HSBC Premier Elite drove record-breaking results in client acquisition, new funds, and wealth penetration, achieving
outstanding reach and awareness in Hong Kong.

Comments from the Judges:
The HSBC Premier Elite campaign was a masterclass in redefining customer engagement, successfully elevating the bank’s standing
among the affluent. By seamlessly transitioning existing Jade clients into an even more prestigious tier, HSBC not only preserved
loyalty but also sparked significant interest from new clientele, showcasing a brilliant understanding of the elite mindset.

The campaign’s innovative strategies were particularly noteworthy. The use of reverse marketing created an aura of exclusivity,
making clients feel like part of a coveted inner circle. Collaborating with influencers from elite circles, rather than mainstream
celebrities, allowed HSBC to resonate deeply with its target audience, fostering authenticity and connection. Additionally, high-
profile events and partnerships, such as the sponsorship of exclusive social gatherings, enhanced brand desirability and positioned
Premier Elite as the pinnacle of luxury banking.

Overall, the campaign’s outstanding achievements in client retention and acquisition have set a new benchmark in the industry,
reinforcing HSBC’s reputation as a leader in wealth management while paving the way for future marketing endeavors.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Saatchi & Saatchi
2. Omnicom Media Group
3. Manning Selvage & Lee

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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Dinner 2024 souvenir programme.indd 57 10/4/2024 12:07:41 PM