IAB HK Digital Awards 2024: Best Branding Campaign - GOLD (HSBC "Wealth Growing at Every Stage" Campaign)

Campaign: HSBC "Wealth Growing at Every Stage" Campaign

Brand: HSBC

Agencies: Omnicom Media Group, Saatchi & Saatchi

Challenges & Objectives

40% of HongKongers rely on their main bank for daily services, with relationships averaging 19 years. Despite this connection, it seeks to transform from managing daily needs to becoming a trusted partner in growing their future.

Insight and Strategy

Campaign Strategy:

Wealth as a Continuous Journey – Positions HSBC as a lifelong partner, framing wealth as an evolving story (from savings to global investments) rather than isolated transactions.
Transformational vs. Transactional – Shifts focus from everyday banking to long-term wealth-building, supporting clients at every life stage.
Future-Focused Branding – Reinforces HSBC’s role in helping customers realize their future potential, not just current financial needs.

Digital Strategy:

Cognitive Science-Driven Engagement – Uses consistent, high-visibility digital exposure to reshape HSBC’s perception as a wealth leader.
Dynamic, Two-Way Dialogue – Adapts content based on audience engagement, ensuring relevance and sustained brand recall.
Evolving Narrative – Amplifies a core brand video while refreshing messaging to maintain momentum and credibility.

Celebrity Strategy:

Tony Leung as HSBC’s Brand Mirror – His career progression (from TVB to Hollywood) mirrors wealth’s continuous growth, appealing across generations.
Authentic, Relatable Growth Story – Highlights steady mastery over flashy success, aligning with HSBC’s "growing at every stage" philosophy.
Universal Resonance – Bridges demographics, reinforcing that wealth, like Leung’s journey, is about building on each chapter.

Execution

1. Cinematic Film

Narrative Structure: Opens with Tony’s Venice Film Festival honor, then traces his decades-long career to reflect wealth’s gradual growth.
Emotional Resonance: Uses authentic footage, "True Colours" soundtrack, and pacing (quiet reflection to dramatic peaks) to mirror wealth-building.
Defies Short-Form Trends: A deliberate, slow-burn approach to highlight patience and legacy.

2. Digital & Social Strategy

Sophisticated Messaging: The Chinese title ("每步成就財富，見地又一境象") requires reflection, reinforcing the campaign’s depth.
Behind-the-Scenes Content: Social video dissects film’s craft, encouraging deeper engagement.
Influencer & Media Ripple: Carina Lau’s endorsement and themed visuals (local-to-global journeys) sparked broader conversation.

3. High-Value Engagement

Exclusive Event: Tony Leung interacted with high-net-worth clients, personalizing the wealth journey narrative.
RM Conversations: HSBC relationship managers used the campaign to discuss clients’ long-term financial paths.

Creativity

1. Storytelling Revolution

Long-Form Narrative: Defied scrolling culture with immersive, cinematic storytelling.
Emotional Resonance: Precision-crafted details triggered deep reflection on wealth as a collaborative journey.
Tony Leung as Metaphor: His career—built on trusted partnerships—mirrored HSBC’s wealth philosophy.

2. Ambassador Anomaly

Anti-Digital Choice: Tony’s zero social media presence became a strength, sparking intrigue.
Authenticity Over Hype: His craft-first reputation aligned with HSBC’s emphasis on substance.
Strategic Teasing: Carina Lau’s social media hints amplified organic conversation.

3. Sophistication Strategy

Wisdom Through Experience: Campaign mirrored 見地 (wisdom through experience), appealing to discerning clients.
Layered Messaging: Like Tony’s performances, the campaign revealed depth upon repeat engagement.
HSBC Parallel: Wealth management framed as a craft—nuanced, patient, and relationship-driven.

4. Impact

Depth Over Trends: Proved enduring value wins in a fleeting digital landscape.
Client Alignment: Resonated with high-net-worth individuals’ preference for sophistication.
Trust Reinforcement: Strengthened HSBC’s position as a partner for long-term wealth journeys.

Results

Target Audience Reached: 70%+
Positive Perception as a Wealth Bank: 94%
Global Private Banking Page Traffic: +24%
Global Private Banking Leads: +50%