| Title | DuoVerse (Board) |
| Agency | MSL Hong Kong |
| Campaign | Duoverse |
| Advertiser | HSBC |
| Brand | HSBC |
| Posted | August 2023 |
| Product | HSBC Mobile Banking |
| Business Sector | Banking & Financial Services, Investments, Stock Brokers |
| Story | HSBC is known for being the leading bank in Hong Kong, but we’re not yet perceived as a leading digital bank. Having over 150 years of history and the biggest branch network makes people misperceive us as a dinosaur. We needed a campaign that showed our innovative spirit. One that demonstrated how pioneering and on-trend we are. And one that drove business impact as well as the love from younger customers to use more of the app. Most importantly, we needed a campaign that didn’t look like bankvertising. We want them to experience for themselves and excite them with tech both in banking and beyond banking. So we targeted those who are trendsetters and concert-goers, through an idea that integrates cutting-edge technology that has never been done before in a fun and rewarding way. The Idea: HSBC Duoverse. A first-ever campaign in many facets – and unique to HSBC: - 1st ever live music show on DUO virtual and real-life stages - 1st ever collaboration between the DUO of Tyson Yoshi and Serrini - 1st ever DUO interactive experience in real-life and in the metaverse Using the music show as our teaser, we then turned it into a city-wide activation to drive business. The only way to get these ‘money-can’t-buy’ tickets? Learn and use HSBC Mobile Banking. The more you use, the higher the chances to get these exclusive tickets. To drive long-term behaviour rather than one-time usage, we translated 8 app features into edutaining bite-sized content targeting their banking pain points. Social games and always-on content kept the hype high. The results: - Approx. 100k lucky draw registrations for the DuoVerse tickets (more than 10x of total quota) - 12,000 concert attendees in total (10x capacity of offline only venue) - HKD200M+ earned PR (3.5x of our paid media value) / +17pp on brand perception of top mobile banking app (from 29% to 46%) - More customers bank with HSBC (+21 YoY) / +20% YoY on HSBC App active users (1 in 3 Hongkongers is now an HSBC App users) - 2 million+ active users We transformed the way people saw HSBC Mobile Banking, reinforced our thought-leadership position, and we drove businesses as well as branding. |
| Media Type | Digital |
| Market | China |
| Executive Creative Director | Christopher Lee |
| Creative Director | Huey Wong |
| Art Director | Kristin Chung |
| Creative Director | Francis Wong |
| Senior Art Director | Beatrice Tseung |
| Senior Copywriter | Kawa Wong |
| Group Creative Director | YeeFung Chan |
| Group Managing Director | Alexis Chiu |
| General Manager | Miuson Chi |
| Group Account Director | Vincent Lam |
| Account Executive | HokYee Ng |
| Account Manager | Janice Ng |
| Senior Account Manager | Cherrie Chung |
| Consultant | Henry So |
| Creative Agency | Saatchi & Saatchi Hong Kong |
| ECD | Christopher Lee |
| CD | Huey Wong |
| CD | Kevin Lai |
| CD | Francis Wong |
| Copywriter | Kawa Wong |
| AD | Beatrice Tseung |
| AD | Kristin Chung |
| Sr Copy | Tim Lee |
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- BRAND:
- HSBC
- AGENCY:
- MSL Hong Kong