Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
From 2002 to 2014, credit cards in circulation almost trebled in China to 453M. HSBC decided to launch its credit card in mainland of China for the first time. We made a bold attempt in China’s conservative financial industry. We leveraged a new IP to start an integrated content marketing.
Solution：
The IP was an online livestream show with sports star and TV stars. It brought huge traffic on the internet and became the tipping point to trigger a variety of social topics. Our strategy was to influence them by creating card usage contexts which are highly relevant to daily life. We selected card related content from IP to further amplify on social media in order to keep the heat. At the same time, current hot news was leveraged to increase the exposure of the card.
Our key message was to live a cheerful life, add instantly and enjoy. We found that our target audiences wanted to enjoy the best things before their peers and get what they want instantly. From this deep insight, we created an icon “+” to call for action. When you saw the icon “+”, you could apply HSBC credit card and enjoy your cheerful life. We placed the icon “+” everywhere to keep reminding consumers this simple and straight message.
We selected a communication mix of IP cooperation, social media and web portals. The IP cooperation weighted 80%. The IP was broadcast on China’s most popular video website, Tencent. It was both a content generation platform and a powerful channel. We designed a special part for HSBC named “find the icon”. Once the celebrities found the icon “+”, he would get something surprise. In this way, the brand message was brought out with the exposure of icon “+” and card image. Social media weighted 15%. We chose different kinds of KOLs involving travel, food, shopping to demonstrate what benefits consumers can get when using HSBC credit card.
Result：
After the campaign, people feel that using HSBC credit card was the new trend even celebrities love to try it.
