Page 63 - MA2025-Souvenir-Programme

Silver Award

“Elevating your finances without boundaries”
HSBC Premier and HSBC Life

What happens when one of the world’s most trusted financial institutions meets the growing ambitions of affluent Mainland
Chinese? A game-changing campaign that redefines how banking and insurance is done across GBA.

Faced with product silos, cultural barriers, and communication restrictions, HSBC turned challenges into opportunities. By uniting
HSBC Premier and HSBC Life, the campaign introduced a seamless, one-stop financial partner approach, making it easier than ever
for Mainland affluent customers to plan their financial futures. Tools like Digital International Customer Onboarding removed the
hassle, while personalised consultations offered clarity in a complex market.

But trust isn’t built on products alone. Enter Charmaine Sheh, a cultural icon whose relatable yet aspirational story bridged the gap
between Hong Kong and Mainland China. Through a four-episode finance travel vlog with TVB’s SCOOP HSBC delivered practical
advice wrapped in engaging storytelling, ensuring it became the trusted partner of choice—before customers even set foot in
Hong Kong.

Beyond banking, HSBC Premier and HSBC Life also offer a suite of lifestyle-enhancing services—from global education planning
for their children and health protection to exclusive privileges and tailored legacy planning solutions, support customers’ broader
aspirations. These offerings set HSBC apart, helping customers elevate not just their financial futures, but their overall quality of
life.

The campaign’s success was transformative, driving growth in customer acquisition and insurance premiums while earning the
#1 spot in Net Promoter Score. HSBC not only strengthened its position as a market leader but also set a new benchmark for how
financial services can empower customers to elevate their finance without boundaries.

Comments from the Judges:
It was commended as a breakthrough in cross-border marketing excellence that reimagined how financial institutions engage
Mainland affluent clients through insight, trust, and innovation. The campaign demonstrated how a global bank can think locally
— translating complex regulatory, cultural, and product challenges into a distinctive proposition that speaks directly to the
ambitions of internationally minded Chinese customers.
Judges praised the campaign’s strong strategic architecture and deep cultural empathy. By aligning onshore and offshore
capabilities into a unified experience, HSBC created an ecosystem that reflected not just functional efficiency, but emotional
intelligence. Its nuanced understanding of customer psychology, coupled with refined storytelling and precise timing, enabled
the brand to build confidence long before customers entered the Hong Kong market. The use of an admired cultural figure further
amplified credibility, reinforcing HSBC’s authority and warmth.
This campaign exemplified how institutional agility, cultural fluency, and brand conviction can turn operational limitations into
lasting leadership — redefining what true cross-border partnership means in modern finance.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Grey Advertising Hong Kong
2. Ogilvy Hong Kong
3. OMG Hong Kong
4. VML Hong Kong

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2025