HSBC
Lunar New Year 2022
Social Media/Radio/TV/Branch Assets
Taming a Tiger
The Lunar New Year in 2022 was the Year of the Tiger.
A traditional time to reconnect and celebrate with friends and relatives, it’s also a time to traditionally give money. HSBC saw it as an excellent time to connect with new communities with a $0 transfer fee offer.
Finding new audiences
In culturally diverse Australia, HSBC engaged the local Asian communities using a creative that engaged by showing the traditional giving of Lai see packets. Targeting was via local social media, digital media, radio, and pop-ups. We also looked at a partnership with SBS using On-demand TV.
Celebrating the response
Did the year of the tiger campaign earn its stripes? It certainly did. Applications for new accounts were above target. FX transactions were above target. And all foreign language media executions delivered against benchmarks.