HSBC redefines 'better' for HKers with elevated mobile banking experiences

HSBC has joined forces with dentsu GBA again to redefine "better" for Hongkongers, highlighting the bank's commitment to delivering customer-centric mobile banking solutions.

Also known as "We’ve made it better", the campaign highlights how HSBC’s revamped mobile banking app empowers customers by transforming everyday challenges into effortless moments.

The campaign focuses on the small yet impactful details that shape meaningful customer experiences. It kicks off with a teaser that unveils the unique challenges faced by individuals from all walks of life, prompting the reflective question: “How do we help them?”

Beyond the teaser, the campaign also features a series of authentic videos that depict real-life struggles – each demonstrating how HSBC’s enhanced mobile banking app provides vital support when customers need it most.

What makes this approach unique is the light-hearted touch infused into each narrative. While addressing serious situations, the stories maintain an uplifting tone that brings warmth and relatability to the challenges portrayed. In "Another Round," a man struggles to pay for drinks for the entire bar. With the HSBC HK App, he instantly transfers his credit limit with ease.

Meanwhile, "Bend It" follows a father who was inspired by his son’s football talent, uses the Future Planner feature on the HSBC HK App to assess the financial realities of sending his son to study overseas, and realises he may need to delay his retirement plans. The final scene shows his bittersweet smile, reflecting his decision to invest in his child's future.

"Double Plaster" features an injured man unable to sign documents at the bank, effortlessly completing his banking needs through facial authentication, highlighting HSBC’s commitment to accessibility for all.

Last but not least, "Run" captures a woman chasing a wallet thief who turns to HSBC HK App 'Chat with Us' feature for immediate support, showcasing how HSBC swiftly aids customers in critical situations.

The campaign will be executed across a comprehensive multimedia landscape, encompassing widespread television broadcasting, pervasive social media channels, and an extensive branch network.

Cheuk Shum, head of marketing, Hong Kong, commented: “This campaign is a dream realised – probably Hong Kong’s first script-less banking commercial that radiates the warmth of our customer-centricity. It breaks barriers across demographics and geographies, just as the HSBC mobile app caters to the diverse needs of our 6.2 million customers in Hong Kong. Each moment of this campaign showcases how we’re improving lives by making banking simpler, more accessible, and solving everyday challenges with our refreshed app.”

Jeffry Gamble, chief creative officer, GBA and Hong Kong, dentsu added, “Collaborating with HSBC has allowed us to showcase the authentic experiences of their customers. Every dedicated detail that impacts people's lives comes to life through a world-class production team spanning three different continents."

MARKETING-INTERACTIVE has reached out to HSBC for more information. 

Don't miss: HSBC HK showcases its customer-first commitment with new campaign

The campaign builds on the success of last year’s The HSBC Way campaign, which showcases the essence of the bank's dedication to each customer and the community. Additionally, the campaign has extended the bank’s appreciation to the employees for their contributions and the challenges they face.

As part of the campaign, HSBC released four 15-second videos that bring to life real stories to showcase its customer-centric services, ranging from tailoring mobile banking for senior customers, to fraud prevention and providing seamless international banking support, illustrating its "Giving our best, nothing less" philosophy in action.

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