HSBC Canada is hoping a guy named “Money” can help people understand money, a bit like how Mr. Clean helped people clean.
The bank is inviting viewers to “Meet Money,” a gent dressed head-to-toe in gold coins who was created to demystify the subject of personal finances and who, in one hero spot, casually mentions remodeling a kitchen in record time for a young family.
“By personalizing money, we humanized it, turning it into a relatable character that Canadians could understand and connect with,” says Michelle Ching, head of marketing, wealth and personal banking for HSBC Canada. “No matter who you are, we all want our money to grow, to work hard for us.”
She tells strategy the thinking stemmed from the desire to be attention-grabbing, but to also connect on a personal and emotional level without using a bunch of arcane jargon. “We wanted to make the topic of ‘boring’ finances relatable and fun.”
As Ching explains, personifying money is a twist on the typical positioning of brands talking about “making your money work harder for you,” and drawing a more direct connection between the power of savings and the outcome of paying for things that improve clients’ lives.
“The way we see it….is we’re using money, a universal symbol, to convey the value and potential we offer,” she says.
Its big picture goal, Ching says, continues to remain focused on the bank’s commitment to bold, creative and innovative marketing that “punches above its weight.”
“We’re determined to leave a mark on the industry and set new standards for what creative marketing can achieve,” Ching says.
Previously, HSBC Canada transformed an out of home billboard into a temporary bank branch, inviting passersby to climb up a ladder and talk to a real bank employee in a makeshift office.
HSBC is bringing its “Money” character to life through video, digital OOH, digital banners, social, print, radio and more.
“We do well with an internationally-minded audience, who are diverse in culture and background,” Ching says. “We take a segmented approach to the work that appreciates the unique aspects of each culture.”
The bank has incorporated cultural nuances, traditions and storytelling elements into its campaigns to make them relatable and emotionally-engaging for a broader audience.
“We believe that marketing in the multicultural space is not a trend but a necessity, but we’re excited to continue to push boundaries and setting new standards for what authentic and inclusive marketing should be,” Ching says.
The campaign was developed in partnership with longstanding agency partner, Us Communications, while Touché handled the media.
Spend-wise, the work is in line with previous efforts.
This fall, the Competition Bureau approved RBC’s $13.5 billion dollar takeover of HSBC Canada, a move which saw the largest bank in the country, in terms of assets, swallowing up the seventh largest. HSBC says it expects the deal to close in Q1 of 2024.
