HSBC and Wunderman Thompson HK debunk investment myths with new campaign

HSBC and Wunderman Thompson Hong Kong have joined hands to launch the “HSBC One Reth!nk Wealth Campaign” to debunk widespread investment myths and encourage Hong Kong millennials to explore quality and high-value solutions instead of settling for low-priced alternatives.

This comes as HSBC realised misconceptions about investing remain prevalent in the local insurance market, including misleading narratives which suggest that online forums can provide reliable investment advice, or that "major banks such as HSBC cater solely to the affluent and seasoned investors", further muddling the picture for beginner investors.

Recognising itself as one of Hong Kong's leading banks, HSBC is dedicated to dispelling these misunderstandings while simultaneously illuminating the benefits of HSBC One, an all-in-one bank account which brings comprehensive digital wealth management tools, online banking services and rewards to consumers.

This campaign features artist Ho Kai Wa (Dee) and ViuTV King Maker V participant Aaron Leung, who are known for their strikingly similar appearances. This creative approach highlights the campaign's central message that despite superficial similarities, significant differences can lie beneath the surface of banking and investment solutions, according to the release. 

The Reth!nk Wealth campaign consists of six videos designed to tackle prevalent misconceptions about HSBC and investment behaviours, displaying HSBC’s extensive solutions to address these misunderstandings. The subjects covered range from emphasising the importance of prioritising high-value platforms over merely inexpensive ones, to the necessity for seeking informed investment advice from experts.

Here are two videos from the series:

To engage a wider audience, a cost-effective and innovative video buying strategy has been adopted. The videos are distributed through ViuTV, YouTube, Facebook, and other social media platforms.

Furthermore, out-of-home advertising is also leveraged, including strategic placements on bus bodies, tram shelters and MTR 12 sheet. Additionally, online banners are rolled out to maintain campaign momentum and stimulate conversions, emphasising the product benefits and offers associated with HSBC One.

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

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