HSBC and J. Walter Thompson London tap into the aspirations of young consumers in a new global campaign designed to relaunch HSBC’s Advance bank account.
The TV spot at the heart of the campaign, “Pink Ladies”, launched on Christmas day, tells the story of a group of supportive friends helping to make the dreams of a young hairdresser (and aspiring fashion designer) come true.
The larger campaign was inspired by the insight that younger consumer have a strong entrepreneurial spirit and drive to succeed, characteristics that when coupled with a network of supportive friends and family, help to make their ambitions a reality.
“Pink Ladies” celebrates the people in our lives who inspire, motivate and encourage us to keep aiming higher. As the narrator says at the end of the spot, where we see the young entrepreneur now walking the runway at her own fashion show, “At HSBC we understand that every individual success story has its own supporting cast.”
The TVC is supported by a through-the-line campaign, including a big push on social media. Documentary film content created to tell real stories of ambitions achieved with the help of a support network will live on an interactive content hub. At HSBCAdvance.com/together, users will be able to view the long form content, and create their own ‘thank you’ films to send to people who have helped them along the way.
The campaign also features photography shot by local photographers in key markets around the world, as well as crowd-sourced imagery demonstrating the power of support networks.
Read more about HSBC’s ‘The Pink Ladies’ campaign on Marketing Mag, The Drum and Brand Republic.
