IAB HK Digital Awards 2024: Best Use of Content Innovation - GOLD (HSBC One x T1 - For Every Legendary One)

Campaign: HSBC One x T1 - For Every Legendary One

Brand: HSBC

Agencies: Omnicom Media Group, Saatchi & Saatchi

Challenges & Objectives

Viewed as traditional and less relevant to GenMZ, the challenge was to redefine the bank’s status and connect authentically with younger audiences through a bold, aspirational strategy in a competitive, modern market.

Insight and Strategy

Owning a white space to create a proposition beyond banking:

• Untapped Opportunity – Positioned HSBC as the first bank to embrace esports—a top passion for Gen MZ (73% penetration among 18-34-year-olds).

• Reframing Perceptions – Shifted esports from "just gaming" to a legitimate career path, aligning with Asian Games recognition and Gen MZ’s ambition.

Offering GenMZ a unique brand experience:

• Money-Can’t-Buy Experience – Curated exclusive esports events, training sessions, and stage opportunities with legendary teams.

• Closing the Relevance Gap – Replaced traditional "bank speak" with gamer culture, inspiring Gen MZ to pursue passion-driven careers.

• Financial Culture Through Gaming – Used esports as a bridge to financial literacy and ambition.

Go beyond banking to drive brand love and genuine connections:

• Leveraging the biggest names in esports to create biggest impact – Leveraged esports icon Faker to amplify dedication and ambition—resonating with HSBC One’s values.
• Redefining cool with a truly community centric approach – Focused on long-term engagement (not one-off promotions) via exclusive events, thought leadership, and fan participation.
• Setting the standard only HSBC One could deliver – Set a new standard with elite gaming experiences, reinforcing authenticity, community, and aspiration.
• "For Every Legendary One" – Campaign platform inspired Gen MZ to turn passion into legacy, mirroring Faker’s success.
• Beyond Banking – Positioned HSBC as the brand that believes in Gen MZ’s dreams, not just their money.

Execution

1. Provoke - Teaser & Launch: Generating hype towards HSBC One x T1 partnership

• Viral Announcement: “T1 is coming to HK” social post sparked massive curiosity about the League of One event.

• High-Reach Media Blitz: YouTube Masthead & VRC 2.0, Meta Moment ads, influencer collabs.

• Shareable Touchpoints: 3D DOOH, Central Mural Art Wall – designed for Instagrammable UGC.

2. Edutainment - Turns gaming lingo into financial tips and weave in HSBC product features

• Bite-Sized Content: Used esports terms (e.g., “Assist – 助攻”) to frame HSBC as a financial “teammate.”

• Performance Media:

  • Google Demand Gen + YouTube Shorts for quick, offer-focused videos.

  • Twitch Integration: Faker-featured product videos to drive account sign-ups.

• Goal: Educate GenMZ on investing while aligning with gaming culture.

3. Sustain - Dial up excitement across funnel and drive business activations 

• Localized Engagement: Partnered with local KOLs (JFFT & T&E) to make global esports icons (Faker, T1) more relatable to GenMZ.

• Exclusive Esports Journey: Hosted esports competition with winning teams getting a T1 Masterclass & training at T1 headquarters.

• Localized KOL Engagement: JFFT livestreamed a "secret chat" with T1, enhancing authenticity and fan connections.

• Maximized Awareness: Social video content by JFFT & T&E boosted engagement using their GenMZ influence.

• On-Ground Activations:

  • HSBC One x T1 Esports Base Camp in K11 Art Mall.

  • Sponsored local esports events (Animation-Comic Game, University Laurel Cup).

4. Finale - “League of One Party” – Marking the first time a bank hosted a world-class Esports event in Hong Kong

• Historic Event: HSBC One brought Faker & T1 to AsiaWorld-Expo, attracting ~5,000 fans.

• Immersive Fan Experience: Venue turned into T1 fan zone with photo ops, cheering wall, mini-games, and Q&A sessions.

• HSBC Product Integration: Interactive quizzes educated attendees, with winners getting a chance to see T1 at Worlds Final in London.

• Unprecedented Buzz:

  • Generated massive social media traction (Threads, Instagram, Weibo).

  • Elevated HSBC One’s engagement standards, resonating beyond Hong Kong (China & global gamers).

Innovation

1. Pioneering Approach Tailored for Gen MZ – 3-Way Dialogue

• Redefined Engagement:

  • Moved beyond traditional brand-audience interactions with a dynamic connection between KOLs, T1, and GenMZ esports fans.

• KOLs as Key Bridges:

  • Facilitated real-time interactions via engaging content, live streams, and competitions.

  • Enabled fans to shift from passive spectators to active participants in esports culture.

• Esports Competition:

  • Partnered with gaming KOLs to host a tournament where GenMZ players showcased skills.

  • Winners earned exclusive "money can’t buy" experiences with T1.

2. The League of One Party – Crowning a New Era of Esports Engagement

• Elevating Hong Kong’s Esports Scene:

  • Brought world champion team T1 to Hong Kong, positioning the city as a hub for elite esports.

  • Turned digital passion into real-world excitement with major media coverage.

• Strategic Brand Collaborations:

  • Partnered with Mastercard, Mercedes-Benz, and Red Bull to amplify reach and enhance fan experience.

• Phygital (Physical + Digital) Innovation:

  • Merged online gaming intensity with offline thrills, creating a seamless blend of virtual and real-life engagement.

  • Integrated gaming, sports, and live streaming for a groundbreaking experience.

• World-Class Esports Arena:

  • Set up a professional esports stage featuring Faker & T1.

  • Combined pro sports energy with cultural celebration, a feat unmatched by other brands.

• HSBC One’s Unique Impact:

  • Demonstrated deep understanding of GenMZ and gaming culture.

    • Didn’t just boost brand visibility—ignited a new era where gaming and reality converge.

Results

1. 95% Target Audience Reach
2. New-to-Bank Customers (YOY): +152%
3. HSBC Red Card New-to-Bank Applications: +366%
4. Total Revenue (vs plan): +136%

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