HSBC wins two major titles in the Asian Experience Awards for projects in the Philippines
It led two major projects—HSBC Wildcats brand campaign and HSBC Disney Marvel partnership—to strengthen its mark in the country.
HSBC led two major projects to strengthen its mark in the country: the HSBC Wildcats brand campaign and the HSBC Disney Marvel partnership. Both were recognised in the recently concluded Asian Experience Awards hosted by Asian Business Review.
The HSBC Wildcats brand campaign won the “Philippines Brand Experience of the Year - Banking,” whilst the HSBC Disney Marvel partnership was given the “Philippines Partner Experience of the Year - Banking” award.
The awards programme recognises the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders in all industries in Asia.
For the first project, HSBC saw potential in bringing this to life with the Philippine Wildcats team as they embody the bank’s core values.
Wildcats is a local baseball team consisting of children coming from all walks of life, playing together to achieve that dream of not just representing the Philippines but the whole of Asia in the Pony World Series in Louisiana, USA.
Capitalising on Facebook to expand its reach and bring to life the brand promise of “Together We Thrive,” the HSBC Wildcats Facebook video triggered awareness of the existence of a team that consists of Filipino children playing together for the love of the sport and country.
The greatest impact was the outpouring of support not just from the Facebook Community. This also built awareness which led to featuring the team in news and media segments.
The video resulted in over 1,700 comments of encouragement for Philippine Wildcats and HSBC and served as an eye-opener on the current plight of Philippine sports.
The video also garnered 2.3 million views, over 47,000 reactions, 29,000 likes, and reached an unprecedented 25.5% engagement rate, surpassing video engagement rates for the Philippines at 9.26% and global at 6.09%.
The strong engagement also translated into a 10% share of credit card acquisitions which brought commercial value to this brand campaign.
The second highlighted project also attained great achievements. HSBC was the official financial fitness partner for the first-ever Southeast Asia Marvel Virtual Run, both in the Philippines and Singapore. This partnership aimed to motivate individuals to achieve new milestones, focusing on fitness and wellness.
This project, entered in partnership with the Walt Disney Company, came to light after observing recent trends based on studies.
Amongst these include “Fanning the Fandom Flames” which is a trend where interest groups come together to focus on activities they like or enjoy doing. Another trend that has found new audiences is exercise and fitness. Coping activities are also in demand to support mental health.
HSBC developed three campaigns to support Disney’s activities around Marvel Run and create more awareness, particularly: launching the Race to a Hero’s Reward game, providing a free Marvel Run running pouch to those who will get approved for their first HSBC credit card, and amplifying activities through a staff social media campaign to create engagement for employees and brand ambassadors.
The overall partnership proved to be a success as credit card spending during the promo period achieved 106% of the target.
It provided a positive spin to the current situation as people were engaged, whilst the support of Disney’s push in promoting mental and physical wellness was put forward.
Watch the interview below to know more about their winning project: