Advertiser: HSBC
Agency: BATES CHI & PARTNERS
Category: Best Use of Screens
Art Director: Dave Choi (Bates Chi & Partners)
Business Manager: Leo Yu (Bates Chi & Partners)
Business Director: Simon Shing (Bates Chi & Partners)
Group Creative Director: Terry Tsang (Bates Chi & Partners)
Manager Invention: Winston Tai (Mindshare)
Creative Director: Anna Chung (Bates Chi & Partners)
Account Director: Elsa Wong (Bates Chi & Partners)
Senior Copywriter: Yee Mui Cheung (Bates Chi & Partners)
Media Director: Magaret Mok (Mindshare)
Execution
Hong Kong people is very money-minded. We think about our financial well-being while we are at work, going to work or off work. We think, therefore we are. That makes Hong Kong one of the wealthiest country in the world. In targeting the right audiences at the right time, we chose the metro in the CBD of HK. It is 'the' place they travel to work everyday. We then boldly transformed the whole travelator tunnel into an interactive zone. Each commuters triggered a specific message in a thinking bubble format while they walk pass. Our creative had successfully captured their mind as well as their hearts toward a subject which is very boring and cliche in the first place.
Effectiveness
We actively engaged thousands and thousands of commuters on a daily basis.Client's post-campaign survey showed an increase in all KPIs: engagement level, message cut-through and brand image.Business result was encouraging. HSBC Wealth Management maintains its leading position in whole spectrum of investment and insurance products and is the No.1 insurance provider, No.1 Mandatory Provident Fund provider and the most trusted bank in Hong Kong.
Strategy
People in Hong Kong think a lot about growing their money, but not about wealth management.They think wealth management is just about smart investing and don't see the need to protect their assets as their wealth grows.We need to give them a wake-up call and make them 'see' wealth in a clearer perspective while they are travelling to work everyday.We created an interactive 'Mindmap' in a subway station and triggered the commuters to think harder for themselves and take action about it.