Campaign details
Brand: HSBCBrand owner: HSBCEntrant company: MSL - Hong KongIdea creation: MSL Hong KongMarket: Greater ChinaSector: Financial servicesMedia channels: Events & experiential, Public relationsBudget: Up to 500k
Executive summary
Multinational banking and financial services organisation HSBC married pop culture with finance, changing brand perception by transforming its wealth centre into a digital art exhibition in Hong Kong.
Hong Kong’s high-net-worth population is expected to grow 12% annually over the next five years. But there is a new face to ‘wealth’: the second-generation...