HSBC launches anniversary programme via J Walter Thompson marking 150 years in HK

March 19 2015, 11:18 am | BY Lynchy | No Comments

68W_HSBC_20150305_002.jpgHSBC has kicked off its 150th anniversary in Hong Kong with a three-part programme that includes a digital makeover of its flagship building, a commemorative HKD150 banknote and augmented reality app, and an interactive exhibition at the Hong Kong Maritime Museum. Strategic and creative support across the anniversary programme has been provided by J. Walter Thompson Hong Kong.

On the site of HSBC’s home for 150 years, 1 Queen’s Road Central, three high-resolution LED screens have been installed on the front of the bank’s headquarters, large enough to be seen from across the harbour in Kowloon.

hsbc_banknote.jpg“The Hong Kong skyline is one of the world’s most iconic, so this was both an opportunity and a responsibility. We wanted to fill the screens with content that recognises the unique character of the city, and HSBC’s place within it,” said Simon Welsh, Executive Creative Director of J. Walter Thompson Hong Kong’s HSBC Hub.

“The full lighting upgrade and installation of the three media screens makes this the largest integrated lightshow in Asia. It provides us with an opportunity to thank Hong Kong as we enter our 150th year here. Hopefully the content we have created will entertain too,” said Victoria Penman, Marketing Manager at HSBC. The nightly display will run from 6.30pm – 11.00pm throughout 2015.

HSBC has also launched a specially designed HKD150 banknote and an augmented reality app that brings to life the details and historical scenes shown in the note, dramatizing the history that the bank and the territory share together.  

HSBC1.jpg“The note design draws on the spirit of ambition that has made Hong Kong such a special place. It captures the growth and changing landscape of the city, and with all net proceeds from sales of the notes going to local charities we can express our gratitude to Hong Kong,” said Audrey Wong, HSBC’s Regional Head of Retail Banking and Wealth Management Marketing, Asia.

The launch is backed by a full print, digital and out-of-home campaign that encourages people to order the HKD150 note and to download the HSBC 150 augmented reality app from the App Store or Google Play. By scanning the note or printed campaign collateral, users can see the note come to life.

HSBC2.jpg“By merging historical images with their modern day counterparts the campaign reflects the energy and enterprise that have been a constant feature of Hong Kong. In creating the world’s first augmented reality banknote app, we also show that progress is part of the bank’s DNA,” said Welsh.

The third wave of the 150th anniversary programme sees HSBC partner with the Hong Kong Maritime Museum to launch a new exhibition. ‘Our City, Our Stories’ showcases the lives of the people and the industries of the city told through a series of displays, including a fully interactive video wall. The creative campaign uses Hong Kong as a canvas, with OOH material posing a question about Hong Kong’s past, the answer to which is found in the exhibition.

“In our anniversary year we wanted to deliver a programme which, at its heart, recognises the unique spirit of Hong Kong. We are grateful to have called this city home for 150 years,” said Giles Morgan, HSBC’s Global Head of Sponsorship and Events.