teamHSBC Launches HSBC Advance
As part of WPP’s teamHSBC, leading global branding consultancy FITCH has been working with HSBC Group Marketing to launch HSBC Advance, a new paid for banking relationship designed to meet the needs of the emerging mass affluent segment estimated to be around 154 million worldwide
This is in line with HSBC’s global strategy to increase its market share among mass affluent consumers, complementing its sister offering, HSBC Premier, which is targeted at the internationally oriented mass affluent segment with slightly higher investable assets.
The launch is set to roll out in 30 markets over the next year. Hong Kong is the first market to launch followed by the U.K. also in February, and Brazil due to launch in March.
HSBC Advance is a banking relationship designed to help customers manage their money in a future focused way, to allow more direct control of their money and help them move to the next stage of their lives.
Key benefits within HSBC Advance include on-demand, informed and direct banking and financial services geared towards creating, protecting and accumulating financial assets.
The strategic positioning and naming of HSBC Advance was completed collaboratively by WPP’s teamHSBC, including FITCH and JWT, to ensure that the launch was in keeping with HSBC’s broader objectives and positioning of the parent brand.
The creative idea for the campaign communications, developed by JWT, is derived from the target customer’s aspirations and desire to progress to the next stage of their lives.
It aims to prompt people to think about who they want to be and to inspire them to take simple steps to get there. The messaging is based on researched customer insight and creates empathy with its audience.
Keeping with HSBC’s emphasis on high production values, 100 portraiture shots of faces from around the world for use in communications were commissioned from and shot by renowned photographer Robert Wilson.
A bespoke online ‘Values Survey’ has also been developed to accompany the launch materials based on the work of the respected behavioural psychologist Dr Shalom Schwartz.
Questions range from life style dilemmas and brain teasers, to simple attitudinal questions with the aim of revealing customers needs, priorities and values. Users will be invited to share their results with the bank and have the opportunity to discuss how HSBC Advance can help them to achieve their goals.
Mobile applications and social media programmes are in development and will be introduced to complement communications in the next phase.
Communications have been developed by a cross section of WPP agencies, integrated into teamHSBC, including FITCH, JWT, Mindshare and Heath Wallace.
“We are proud of the very distinct identity we have created for HSBC Advance. TeamHSBC has worked with us to produce a comprehensive range of communication materials including advertising, direct mail, digital, collateral and brochures, in branch and ‘out of home’. All of the work has the same high aesthetic that HSBC values and we believe this work will translate into meeting our new-to-bank customer acquisition targets”, said Tracy Britton, Group Head of Marketing.
For further information, please contact:
Elaine Birch, Eulogy!
0207 927 9999
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