HSBC Life (Singapore) Pte. Ltd. recognised for remarkable brand transformation at the Asian Experience Awards | Asian Business Review
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HSBC Life (Singapore) Pte. Ltd. recognised for remarkable brand transformation at the Asian Experience Awards

Their strategic brand campaign increases awareness and customer connection in the insurance landscape.

HSBC Life (Singapore) Pte. Ltd., following its successful integration of insurance businesses in Singapore, has clinched the Singapore Brand Experience of the Year - Life Insurance at the esteemed Asian Experience Awards. This prestigious accolade recognises HSBC Life Singapore's exceptional efforts in redefining the brand's image and raising awareness in the highly competitive insurance landscape.

The Asian Experience Awards, known for celebrating excellence in customer-centric initiatives, have acknowledged HSBC Life Singapore for its remarkable HSBC Life brand campaign, which played a pivotal role in transforming the brand's perception in Singapore.

Following the successful integration, HSBC Life Singapore now offers an expanded and comprehensive suite of solutions that cater to the diverse needs of customers across retail, corporate, and high-net-worth segments. This integration not only unlocked growth opportunities for employees and partners but also necessitated the relaunch of the HSBC Life brand in Singapore's insurance market.

However, there was lots to do for HSBC Life Singapore to build brand trust and awareness in a very competitive market.

Hence, HSBC Life Singapore embarked on an integrated brand campaign that spanned outdoor, digital, and social media channels, strategically leveraging owned and paid media to maximise visibility and impact.

The campaign aimed to achieve several key objectives, including raising HSBC Life brand awareness and establishing HSBC Life as a dynamic and vibrant brand whilst upholding its financial institution credibility.

Recognising the evolving desires of people wanting to prioritise overall well-being and personal fulfilment, the strategic idea behind the campaign centred on empowering customers to define their own success, celebrate small achievements, and focus on their well-being over societal norms.

The message and visuals of the campaign were further tailored to the four target audiences -  Dual Income No Kids (DINKs), Multi-generation Families, Successful Singles, and Expatriates - to strengthen and increase relevance by addressing each segment’s unique health and financial priorities. For instance, the primary focus for DINKs would be on health and retirement planning due to higher disposable income, whilst Multi-generation Families seek financial security for their extended family. Successful Singles require retirement planning and health coverage to have a worry-free retirement and Expatriates are in search of health protection and financial growth opportunities, whether they've relocated to Singapore or moved abroad. 

The campaign message, HSBC Life has you covered every step of the way, resonated with customers and signified HSBC Life's commitment to supporting them on their life journeys.

The result was a remarkable 4% increase in total brand awareness since the start of the year. This increased brand awareness led to a deeper connection with customers, solidifying HSBC Life's market position and enhancing the consideration and adoption of HSBC Life products.

HSBC Life (Singapore) Pte. Ltd. has had a strong start in the re-introduction of its brand to the market. It continues to reaffirm its commitment to delivering outstanding experiences to its customers in engagement, solutions and services, and to empowering individuals to secure their futures.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].

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