HSBC Singapore kicks off ‘Grow Your Wealth’ campaign with ‘Bread and Better’ song release and ‘Get This Bread’ content series

‘Bread and Better’ features young talents from the region including Hong Kong singer-songwriter, Gareth.T; Hong Kong singer, actor and member of boy band Mirror, Keung To; and Singaporean singer-songwriter, Gentle Bones (Joel Tan). The song and music video aim to inspire audiences to rise above their challenges and pursue their life goals.

Part of the new ‘Grow Your Wealth’ campaign designed to foster the financial confidence of millennials through approachable personal finance content, ‘Bread and Better’ is created by HSBC Singapore with TBWA\Singapore, record label company Warner Music’s affiliates , and three of the hottest rising artists in the region – Gentle Bones from Singapore, Gareth Tong – also known as Gareth. T, and Keung To from Hong Kong. The music video is available on HSBC Singapore’s YouTube channel and has garnered more than 1.7 million views in just one month after it went live.

“At HSBC, we continuously strive to open up a world of opportunities. The song and music video captures the internationalist and entrepreneurial spirit, sending a positive message of hope and possibilities to a generation of adults working to attain financial independence while pursuing their passion. This campaign reflects the bank’s commitment to supporting the diverse wealth and international banking needs of this generation regardless of their stage in wealth accumulation,” said Alice Fok, head of customer, international & marketing, wealth and personal banking, HSBC Singapore.

“Our goal is to connect with our audiences in a novel and meaningful way which transcends traditional modes of communication. The song written and performed by Gareth.T, Gentle Bones and Keung To embodies our message of ambition and growth and we’re confident it will resonate with existing audiences and reach new ones,” said Flora Chan, senior vice president, head of retail bank marketing, HSBC Singapore.

Today, more than 50% of Singaporeans are interested and invested in growing their wealth, but a knowledge gap remains due to barriers, such as lack of trusted sources of information to guide them, and platforms not providing enough insights and content to direct their investment decisions (SJP Asia Study, 2023).

Based on this insight, HSBC Singapore and TBWA\Singapore launched a three-episode social content series where the art of bread-baking meets financial mastery – and the 2nd installment of the bank’s ‘Grow Your Wealth’ campaign in Singapore.

This social media series features Gen, Founder of Sourbombe Artisanal Bakery, and local business entrepreneur Andrea Chong, as they both exchange a series of recipes on how to bake like a pro in the kitchen, and bank like an expert at home by growing one’s wealth with HSBC Singapore.

More than just a bread-making demonstration, ‘Get This Bread’ is a blend of entertainment and education where baking bread is used as an unexpected analogy to discuss investing and building wealth. In the series, insightful parallels in the world of investing are drawn to the art of baking, demonstrating how rewarding it is to work towards financial goals.

“Educational content, especially for a younger demographic, really works best when it’s bite-sized and entertaining. It makes a subject like banking far less intimidating and easier for audiences to understand. Across social, consumers are increasingly more drawn to brands that are more relatable and approachable, so we looked to bring an element of fun and playfulness to the financial category,” said Liam Annis, associate creative and technology director, TBWA\Singapore.

Episode 1 – It’s all about STARTERS!
Acquire the steps to make a sourdough starter while learning about how to grow your wealth with HSBC’s Digital Wealth Platforms.

Episode 2 – Gen and Andrea uncover their secret recipes to success.
Simply follow their steps to bake the fluffiest croissant, while obtaining tips on how to diversify your portfolios and build a long-term plan with the support of HSBC.

Episode 3 – Don’t miss out on reaping the most rewards.
Learn how to make Sourbombe Artisanal Bakery’s best-selling bombolonis in your own kitchen, while learning more about HSBC’s wealth products.

Watch all ‘Get This Bread’ episodes and find out about the campaign here.

Credits
Client: HSBC Singapore
Music label company: Warner Music Asia, Warner Music Hong Kong, Warner Music Singapore, Edward Music Publishing, Gentle Bones Pte Ltd, Overthinker
Production company: The Work
Music Video Director: Kendra Koh
Creative agency: TBWA\Singapore
Media agency: OMG Singapore
‘Get This Bread’ Credits:
Client: HSBC Singapore
Production company: SixToes, Emergent Films
Creative agency: TBWA\Singapore
Media agency: OMG Singapore