Page 65 - MA2025-Souvenir-Programme

Bronze Award

“Client Continuum Campaign”
HSBC

To win in wealth, HSBC launched a brand campaign “Wealth. Growing at every stage” for its entire wealth portfolio from Premier,
Premier Elite, to Private Bank. Going against the category grain, the campaign turned vertical segments into horizontal journeys.
Rather than viewing customers through the lens of net worth, HSBC saw each on a journey through different life stages, with them
as a long-term partner no matter what stage they are in.

HSBC was able to do this because of their life-long relationships with its customers, leveraging its global presence and suite of
products to help customers at every wealth stage.

HSBC brought this to life by collaborating with Tony Leung. In seeking a voice for its wealth philosophy, HSBC found an
extraordinary mirror in Tony Leung’s life journey from “homegrown to world-known”. His story resonates across generations with a
rare authenticity – from those who grew up watching his TVB dramas to younger audiences discovering his Hollywood roles. This
universal admiration stems not from flashy success but from his steady, masterful progression. It’s a reminder that growth isn’t
about dramatic leaps but about making the most of each chapter, mirroring the aspirations of customers no matter the wealth
segment.

A two-minute cinematic experience traced Tony’s journey before receiving his lifetime achievement award. Set to a reinterpreted
version of “True Colours”, the film used authentic footage from his life and performances to create emotional connection across
generations.

This story was weaved into strategic placements and personalized, targeted messages across OOH, print, digital, social media
partnerships, with additional influencer and social content to bolster the story while targeting different stages of a consumers
wealth journey.
By taking a bold step in developing a campaign that spoke to an entire wealth continuum instead of individual segments, the
campaigns long-form storytelling was able to deliver record high acquisitions, revenue and AUM across Private Bank, Premier Elite
and Premier.

Comments from the Judges:
It was commended as a masterclass in long-term brand building that redefined wealth management as a continuous life journey
rather than a static segment. The campaign powerfully repositioned HSBC from a financial provider to a lifelong partner that grows
with its customers. With its strategic clarity and emotional depth, it embodied a true customer-first philosophy anchored in trust,
progression, and innovation.

The campaign was praised for its depth of insight and disciplined execution. It seamlessly fused behavioural data, product
alignment, and internal culture into a single customer-centric model, proving that brand purpose can be operationalized at scale.
The partnership with Tony Leung was recognized not merely as a celebrity collaboration, but as a metaphor for mastery and
endurance — qualities that authentically reflected HSBC’s long-term view of wealth stewardship.

Delivering record engagement and strong growth across its wealth portfolio, the campaign stands as a benchmark for how banks
can turn purpose into performance and sustain leadership across generations.

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

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2025