Advertiser: HSBC Bank Malaysia Bhd Brand: HSBC Wealth Management Creative Agency: - Credits: Low Tzu Chuen (Executive, The Exchange), Cassy Liew (Executive, The Exchange), Yuanne Lau (Business Director)
HSBC Wealth Management needed to connect with their Chinese customers who were prudent with their money during the economic crises. The challenge is to inject optimism during this turbulent period to help them make informed decisions on investments.
HSBC required a platform that connects with Chinese of all generations with different risk appetites towards investment. By working with Sin Chew Daily, HSBC projected a positive outlook on building wealth in a series of optimistic editorial reviews. The content was crafted to trigger interest and inspire customers through various generational experiences to instill optimism.
The four part ‘Optimism’ series comprised of consumer perspectives from different backgrounds and scenarios covering personal investment, children’s education fund to retirement. Investment approach differs by generation – older generation are more conservative than the optimistic younger generation with higher risk appetite. HSBC expert provided financial advice based on individual life stages, needs and their investment appetite, and recommended products that matched their needs and lifestyle.
The campaign successfully increased business revenue for Investment by 31% and Insurance by 23%. Consumers were inspired and convinced into product consideration – an increase by 50% since the last quarter.