HSBC - THE DEMENTIA FRIENDLY BANK

TitleHSBC - THE DEMENTIA FRIENDLY BANK
BrandHSBC
Product / ServiceHSBC BANKING
CategoryE01. Social Business & Commerce
EntrantRFI ASIA Hong Kong, HONG KONG SAR
Idea Creation RFI ASIA Hong Kong, HONG KONG SAR
Media Placement RFI ASIA Hong Kong, HONG KONG SAR
Production RFI ASIA Hong Kong, HONG KONG SAR

Credits

Name Company Position
Max Wang RFI Asia Creative Group Head
Heather Wai RFI Asia Creative Director
Monique Fok RFI Asia Account Strategist

Background

According to Hong Kong’s Hospital Authority, the local prevalence rates of dementia in the city are estimated to be at 5%-8% among persons aged over 65, and at 20%-30% among those aged over 80. It is estimated that 35.9% of Hong Kong’s population will be living with dementia by 2064. Despite that, there is a lack of public understanding and awareness about dementia. Many people are unable to differentiate memory loss that may actually be psychological vs true forgetfulness or decline in brainpower due to aging – and often mistakenly believe that dementia only occurs to elderly people. Delayed diagnosis and treatment are common – many patients and loved ones often miss the window for early diagnosis.

Describe the creative idea

In early 2019, HSBC boldly stepped in to address the issue and was the first dementia-friendly bank in Hong Kong. The bank launched Managing Money When Living with Dementia, a guide on how the Bank can help people living with dementia manage their finances. The new products and services were designed to help families deal with the disease. An interactive HSBC Facebook campaign was specially created to engage with the target audience, to promote the new services, and to further spread awareness of dementia in Hong Kong.

Describe the strategy

Dementia is a health issue that people are often unaware of until it affects someone close to them. HSBC recognizes the cognitive challenges customers with dementia face when banking, and believes that together we can create a dementia-friendly environment for customers. Strategy The digitally connected world has made it easier to stay in touch with loved ones, and even to call, text and video chat with them every day. Facebook has close to a 100% penetration in Hong Kong. • Leverage HSBC’s popular and interactive Facebook • Emphasize the needs of elderly people and HSBC’s offerings that are available • Launch a three-phase roll out campaign • Use realistic, mobile call interface to help retain audience interest and improve video retention. Anchor the campaign with real and touching interactions between family on FaceTime • Use multi-image posts to optimize performance on instructional/ informative posts

Describe the execution

The campaign was rolled out over three Facebook posts across three months. Post #1 : Interactive Facebook Canvas quiz Built awareness through active engagement to uncover the relevant audience, debunking misconceptions and collecting data to feed subsequent content. •“Are you getting more forgetful?” Five lifestyle-related questions that broach the topic of dementia. Post #2 Provided context and demonstrated how caregivers may act, and how HSBC can support a family living with dementia. •A video recreated a typical interaction on a Face Time call between a granddaughter, Amy, and her grandmother, Susie, who has been diagnosed with early dementia symptoms. Post #3 Demonstrated to users how registering an Enduring Power of Attorney isn’t a painful process. A multi-photo post illustrated the steps on how one can register at an HSBC branch. •Further practical tips with a step-by-step guide help prepare for dementia and point to relevant HSBC products.

List the results

The campaign successfully increased brand awareness and delivered a strong and authentic campaign message The 3 Facebook posts touched many people across Hong Kong with an accumulated reach of over 544,000 and over 14,000 total engagements. It generated considerable interest in conversation about the issue. • Post #1 generated over 10,000 link clicks, indicating the audience wanted to learn more about the disease • Post #2 video reached over 143,000 people, spreading awareness around the characters’ story and the broader issue. • Post #3 continued to drive interest with hundreds of fans clicking through to learn more about HSBC products. The use of multi-image posts optimized performance and provided very real and instructional tools for audiences coping with the disease. • The campaign further established HSBC as the first dementia-friendly bank in Hong Kong. And reinforced HSBC’s brand promise of “Together We Thrive”.

Links

Social Media URL