HSBC debuts first campaign focusing on cross-strait ties

The campaign leverages the brand's proposition of ‘Unlocking the world's potential', and communicates the advantages of using HSBC as a single bank to capture opportunities across Greater China and beyond.

The brand has customised the marketing message to their target audience in different markets. While customers in Hong Kong and Taiwan focus primarily on Mainland China, their counterparts in the mainland use Hong Kong as a springboard to the global market.

The campaign highlights HSBC's overall strong global network with its international reach and scale to the mainland audience.

An integrated local campaign has been launched in tier one cities in China in July, targeting the local audience as well as Hong Kong and Taiwanese communities who have cross-border and cross- strait needs. The theme rides on 'Head for the road to success in Greater China with HSBC'.

The campaign uses both online and offline channels, focusing on cross-strait/ cross-border media to reach travellers across the region. This includes outdoor and airport billboards, TVC infomercials, online, financial newspapers, magazines and in-flight magazines on targeted airlines with frequent routings from Mainland China to Hong Kong and Taiwan.

In Hong Kong, a local version of the campaign was launched in newspapers, magazines, online and outdoor.

JWT and Mindshare are the creative and media agencies behind the campiagn which will be running for the next two months.

Credits:
Project Cross-straits campaign
Client HSBC China
Creative agency JWT China
Senior creative director Hattie Cheng
Associate creative director Marc Wang
Art director Kent Lu
Account serving Shel Liu, Edward Ha
Exposure Print, online, outdoor, in-store