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Moving to a new country can be an endurance. If it’s not visas, it’s accommodation, moving costs or planning of a new life.
HSBC, which used to describe itself as “the world’s local bank,” aims to take the financial issues away from customers with its new services. and through its latest campaign, HSBC will strengthen its influencer marketing strategy to amplify its messaging.
“Given the fact that we have a very strong global footprint, we feel like we do have a role to play to serve our customers much better with the global footprint that we have,” explained Stephanie Ng, managing director and global head of marketing for retail banking at HSBC.
The Unforeign Exchange
The bank recently released its second phase of a campaign to engage customers who have relocated overseas and promote the launch of a new community called “The Unforeign Exchange.” This is part of HSBC’s ambition to double its international customers over the next five years.
The first phase, released in March, outlines how moving overseas could be a life-enriching experience accompanied by financial and emotional issues. To help its customers overcome any financial restrictions, HSBC released six products and services to support relocating when arriving in a new country and offer 24/7 access to financial support.
We haven’t done a global influencer campaign like this all at once, so I’m really quite excited for the buzz that it will create in the market.
—Stephanie Ng, managing director, global head of marketing, retail banking, HSBC
The external campaign consists of live displays, OOH, radio, search and owned social channels, internal and external communications, case studies and commentary from key HSBC stakeholders.
It ran across Australia, U.S., Hong Kong, Singapore, India, U.K., mainland China, CIIOM and UAE, which will be targeted through the second phase.
According to Ng, the first phase resulted in over 300 pieces of coverage, a website traffic uplift of 411%, while 76% of people who started the application on the website completed the process.
“When you launch a campaign, it’s great when you go out with a big bang, but what’s really important is that you always need to continuously optimize,” said Ng.
The Unforeign Exchange will run through HSBC’s Instagram account, which will feature emotive research brought to life through creative films, case studies, a behavioral psychologist on the science behind belonging, campaign visuals, internal and external communications and commentary from key HSBC stakeholders.
Representing HSBC
