Benjamin Li
Jul 5, 2010

HSBC debuts first campaign focusing on cross-strait ties

HSBC has launched its first ad campaign using its strong cross-straits ties with Hong Kong, Taiwan and Mainland China as a marketing platform.

HSBC
HSBC

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 China and Hong Kong 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 and Hong kong
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 


Source:
Campaign China

Related Articles

Just Published

16 hours ago

Creative Minds: Kartik Smetacek loves the simplicity...

Meet the chief creative officer at L&K Saatchi & Saatchi who can rattle off classic Timberland ad lines from memory.

18 hours ago

APAC lags as Saatchi & Saatchi leads global new ...

Asia Pacific's new business market remains subdued in 2024, with pitch volumes down by a third, according to R3.

18 hours ago

Amazon's ad business soars, reaching US$56 billion ...

Amazon's advertising business outpaced the company's overall growth in 2024, fuelled in part by the company's expansion into streaming advertising.

18 hours ago

Meta doubles down on AI tools to boost ad performance

The platform’s new tools aim to offer guidance on AI optimisation, automation, and advertising best practices.