HSBC releases new “The HSBC Way” campaign from Dentsu GBA championing customer advocacy
HSBC has taken a distinctive approach and launched a campaign to celebrate its restless commitment to delivering superior customer experience. This heartwarming initiative aims to vividly bring to life HSBC’s commitment by designing tailored experiences that cater to the unique needs of their customers from all walks of life. Introducing this powerful customer-centric campaign – “Giving our best, nothing less. This is The HSBC Way (滙豐道)”.
In partnership with dentsu GBA, HSBC introduced the core idea of “The HSBC Way” by showcasing the very essence of the bank’s steadfast dedication to each customer and the community. Notably, the campaign also extends its appreciation to the employees, for their invaluable contributions and the challenges they face. It’s a holistic, human- centric approach that truly sets this initiative apart.
Through a series of 15-second in-the-moment videos, “The HSBC Way” campaign brings to life real stories that showcase HSBC’s thoughtful and barrier-free services, made possible by the tireless efforts of their dedicated professionals. From tailoring mobile banking for senior customers to fraud prevention moments and seamless international banking support, these vignettes powerfully illustrate HSBC’s customer-first philosophy – “Giving our best, nothing less” in action.
The idea of “Thinking Ahead for The Elderly” is exemplified through the Smart Senior programme and Mobile Banking App Lite Mode that are tailored to meet the unique needs of the senior customers.
“Send Warmth, Give Love Anywhere” is showcased through HSBC’s free Global Transaction solution, enabling seamless borderless support.
The bank’s commitment to “Providing Barrier-Free Banking Services” is underscored by a real-life moment of a visually impaired customer using the audio accessibility features in the HSBC mobile app as examples of enablers for financial independence in banking.
The “Safeguarding Your Every Penny” value is highlighted through a fraud prevention moment.
“At HSBC, our customers have always been at the heart of everything we do,” said Cheuk Shum, Managing Director, Head of Marketing, Wealth and Personal Banking, HSBC Hong Kong, “As a leading brand in the banking industry achieving a positive NPS (Net Promotor Score), we understand that it’s the collective effort from everyone in HSBC, from frontline to the back office. Through ‘The HSBC Way’ campaign, we celebrate this spirit by showcasing the genuine passion of everyone involved in the business in going above and beyond, walking the extra mile every single day to ensure our customers receive the best possible banking experience and support. We give our best to our customers, nothing less.”
Jeffry Gamble, Chief Creative Officer, GBA and Hong Kong, dentsu added, “‘The HSBC Way’ is more than just a creative endeavour to make noise; it’s a powerful storytelling approach that captures the true essence of HSBC’s customer-centric ethos. Our approach emphasises the customers’ genuine interactions with HSBC and how that can make a difference in their lives without them even realising it.”
The campaign will be executed across a comprehensive multimedia landscape, encompassing widespread television broadcasting, expansive digital platforms, pervasive social media channels, and extensive outdoor advertising.
Credits
HSBC Hong Kong
Dentsu GBA
Creative: Jeffry Gamble, Huey Wong, Toby Hong, Jacob Wong, Michael Mak
Account Servicing: Anna Wong, Aman Lo, Tracy Law
Omnicom Media Group Hong Kong