Malaysian Media Awards Winners Showcase

Challenge
Caught in an economic downturn, HSBC needed to increase sign ups for Wealth Management services, but the global crisis dampened investors’ confidence. HSBC must position itself as “the trusted partner” for prospective investment needs during these turbulent times.

Solution
With an economic storm in the air, potential HSBC customers kept a close eye on development of current issues by staying connected to business content and news. HSBC leveraged on 2 top English news programs – TV3 Nightline and NTV7 Edition – to be our credible partners. The established newscaster acted as the lead spokesperson personifying HSBC’s expertise, credibility and stability to earn confidence from investors.

Execution
During TV3 Nightline and NTV7 Edition, a one minute branded segment was crafted into the news section. The newscaster was the central force in bringing to life the topics of wealth management and smart investment in a credible manner to gain investors’ trust to invest and tap into great opportunities with HSBC. This was delivered in 8 different segments across 4 weeks.

Results
The campaign successfully uplifted investors’ optimism. Total investment sales and new investors in March 2009 increased by 50% and 33% respectively compared to last quarter average. Brand consideration amongst potential customers increased by 4% in Q109 despite the sharp decline in consumer and business sentiment.