HONG KONG — The new year is a time of hope. At the start of the year, HSBC has launched a 1.23 Go Goal Day campaign to empower Hongkongers to pursue their dreams, and open up a world of opportunity as they go towards where they aspire to be.
Proclaiming January 23 as the Go Goal Day
At the core of this campaign is the establishment of the 1.23 Go Goal Day. This annual ritual happening on Jan. 23 aims to kickstart not only 2022, but every new year in the future. With the date and name of this day resembling the expression of “1, 2, 3, go!”, HSBC has made it a representation of courage for everyone who goes after their dreams.
To “Superstart” this campaign, a thematic video featuring Keung To has launched. Keung To, one of the city’s most popular singers who conquered his journey of challenges to become the pop idol he is today, shared his new year’s resolution to inspire the people of the city to set their goals. The campaign continued with a series of social posts by influencers around the city who took the lead to share their goals.
New goals, new ways to engage the audience
The teaser is followed by offline stunts to engage the audience in real life. On the iconic OOH wall in the Tsim Sha Tsui MTR station, a 1:1 Keung To will greet the audience digitally, and introduce the HSBC services. The audience can scan the QR code and learn more about the products and services that will potentially support them in achieving their goals.
The bank has also leveraged on their LED wall to launch a brand new O2O customer journey. During the entire Lunar New Year period, giant digital red packets will rain down the HSBC Main Building to bring luck and fortune to the city. For the very first time, the offline initiative is bringing the customers back to their social media platform, where they can participate in a game on Facebook to complete the journey. Soon after the launch, the LED wall has already become the talk of the town.
This full funnel, holistic 1.23 Go Goal Day campaign will take everyone in Hong Kong closer to their hopes and dreams, whether it be financial, health goals, or just happiness in general, at the start of a new year.
CREDITS
Client: HSBC
Agency: Wunderman Thompson Hong Kong
