Wealth Decoded
ROI-B-2024-38257
品牌公司组 / BD-6002 AI沟通
| 参赛公司 | 香港上海汇丰银行 | HSBC (Hong Kong) |
|---|---|
| 广告主/品牌主 | 香港上海汇丰银行 |
作品信息
| 发布日期 | 2023年6月 |
|---|---|
| 投放周期 | 1 year |
| 预算/研发成本 | 1000-2000万 |
| 公益 | No |
| 行业类别 | 金融保险 |
| 品牌 | 香港上海汇丰银行 |
作品描述
背景
Amidst a fast-changing and challenging environment, the end of 2022 saw Hong Kong’s asset and wealth management sector remain resilient, with a 2% YoY increase in Assets Under Management (AUM) , while fund advisory businesses increased YoY by 8%. This is compared to a 6% decrease at the end of 2021.
In the last few years, HSBC has invested heavily in developing Investment products as well as its overall wealth proposition.
The problem? Despite being the largest bank in Hong Kong, HSBC was perceived as a retail bank, and not one that is associated with wealth. In fact, at the end of 2022 only 55% of Hong Kong associated HSBC with wealth .
Much of this had to do with HSBC's tactical-driven approach to communicating wealth in the last few years, creating a lack of positioning when it comes to wealth. HSBC was not missing products or capabilities; investors just did not perceive HSBC as having those capabilities.
目标
With much of the competitors in the category promoting their wealth products, in order for HSBC to win, it needed to bridge the perception gap from a leading retail bank to a trusted investment partner.
To establish HSBC as the go-to bank for wealth insights, the bank leveraged data, analytics and market intelligence to create a market-first completely AI campaign. With an influencer AI-Dayo and the creation of AI-generated visuals, it helped investors decode wealth by demystifying investment insights from a sea of misinformation
This campaign aims to:
1. Drive sales for HSBC wealth products (both for new-to-bank and existing customers)
2. Drive new-to-investment customers (from existing retail customers towards investments)
3. Drive awareness and wealth association for HSBC with affluent and HNW banking customers
The execution of the campaign led to three categories and industry firsts to provide a truly unique and creative campaign
• First bank to develop a truly AI campaign
• First brand to use meta-human technology for AI modelling and voice generation
• First bank to use mid-journey to generate key visuals based on wealth insights
