HSBC and MSL HK are collaborating on a unique mission: changing how people view “cashing out” on credit. Instead of leaning into the typical enticements like low-interest rates or cash rebates, they’re fostering real, unscripted conversations.
This new approach emerges from a striking insight: in Hong Kong, many view taking out loans as taboo. Recognizing this, HSBC seized the chance to shift this mindset, aiming to redefine ‘future money’ or loans in the local context, and disengage it from its long-standing reputation.
Set to launch in August, HSBC’s campaign primarily reaches out to the younger crowd, those aged 20 to 35. This group, brimming with potential, might better grasp the nuances of loans and the financial freedom they offer. HSBC initiated the campaign with a thought-provoking teaser question online: “Should one spend their ‘future money’?”. This spurred dialogue among YouTubers, influencers, and the broader online community.
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As discussions around this topic gained traction, HSBC released the campaign’s cornerstone video. This wasn’t your usual financial advert. Featuring key opinion leaders alongside everyday individuals, it candidly captured a range of viewpoints about “future money”. Its goal? To encourage viewers to internally debate the concept and its role in their lives.
Formatted as rapid-paced interviews, the video presented individuals discussing their personal life goals and contemplating the role of ‘future money’ in achieving them. The campaign’s message? There’s no single ‘right’ way to handle credit. Instead, it encouraged viewers to envision how they might strategically use future funds now.
To bolster this narrative, HSBC rolled out both digital and print media. Transitioning from merely raising awareness to catalyzing customer action, they introduced a range of YouTube ads tailored for various audience segments. Over 140 such ads launched, each echoing the campaign’s message while spotlighting HSBC’s personalized loan and lending solutions.
Cheuk Shum, HSBC’s head of marketing for wealth and personal banking, commented on this refreshing approach. He underscored that when used judiciously, loans can be transformative. The goal, he emphasized, isn’t to champion a one-size-fits-all approach but to empower people with information. The journey to reshape perceptions is long, but HSBC is committed to nurturing an open-minded outlook on harnessing ‘future money’ for life opportunities.
Echoing this sentiment, Alexis Chiu from Saatchi & Saatchi and MSL highlighted the campaign’s core: challenging ingrained loan perceptions. By drawing from diverse financial experiences, they crafted content that resonates and prompts re-evaluation of ‘future money’. Rooted in genuine human emotion and truth, the campaign is starting to shatter age-old beliefs, setting the stage for evolving financial literacy.
In essence, HSBC’s campaign marks a departure from traditional financial marketing. By tapping into real narratives and unscripted dialogues, they’re not just promoting a service but nurturing a societal shift.
Based on reports from Marketing Interactive.
