A Promise
Is A Promise
HSBC Life
BACKGROUND
HSBC has revamped and launched their own insurance product portfolio through their new brand HSBC Life. A rebranding campaign was necessary to create awareness for the new brand.
CHALLENGE
HSBC Life has no insurance agents to help build close & beneficial relationships with clients, which meant significant effort is needed to differentiate HSBC Life from other prominent competitors, as well as leveraging the brand equity of their mother brand and key distribution channel – the HSBC bank.
IDEA
Because A Promise is a Promise
Making HSBC Life a reliable name that makes meaningful promises to customers, but also enables customers to fulfil their promises by providing them with unyielding support.
It is also a lifelong promise that HSBC Life makes to the clients: we will always be with you and offer constant along your life’s journey.
In order to stand out amidst the competition which mainly employ celebrities in their communications, we decided to go for a more human approach. Featuring a charming but out-of-shape daddy who was making odd attempts at moves his body can no longer perform. It was finally revealed that the man had made a promise to his daughter to dance and lift her up for her ballet performance in order to bring out our brand philosophy – Because A Promise is a Promise.
A integrated campaign was employed, kicked off by a thematic TV commercial and OOHs to create awareness, together with the digital medias support and social contents to drive conversion to create maximise the impact and create sales during the campaign period.
IMPACT
70 million +
Impressions
26.4K
Engagement
3.7 million
Views in 2 weeks
37.7K
Website Traffic
83%
Increase in
Annual New Premium
10x
ROMI
THE WORKS
TV Comercial
Key Visuals
