HSBC Hong Kong
EDM COPYWRITING, MANIFESTO WRITING, TAGLINE CREATION
HSBC IS ONE OF THE WORLD'S LARGEST BANKING INSTITUTIONS AND IS THE MOST POPULAR BANK IN HONG KONG. IT OFFERS A COMPREHENSIVE RANGE OF PRODUCTS, FROM PERSONAL BANKING SERVICES, TO WEALTH MANAGEMENT, TO INSURANCE AND STOCK-TRADING.
Most of my work with HSBC is written for the HSBC One target audience. Granted, the target audience spans students to 60+ year olds. As such, every eDM, product page, or campaign I was briefed on required different tone of voices depending on which segment it was targeting or being sent out to.
Writing for a financial institution also meant finding new angles to make long-existing products like insurance, forex, personal banking seem interesting and worth trying out.
HSBC TONE OF VOICE
Informative / Straightforward / Reliable
HSBC Electronic Direct Marketing
EDM COPYWRITING
15 MAY 2023
HSBC Advance name change
31 JAN 2024
Rewriting the narrative around insurance
4 JAN 2024
2023 Personal Expenses Review
5 MAY 2023
Foreign Exchange tips: Travel version
HSBC China
"Dare for Excitement"
Brand Manifesto
A brand manifesto showcases the experience and essence of what the brand can do for you. It is poetic, emotive.
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Here, I'm showcasing how the "Dare for Excitement" tagline is personal in its ability to make things like late all-nighters seamless, and empowering in its ability to reach even the loftiest dreams.
"It’s in the little things, and it’s in the big things.
It’s in the thrill of midnight takeaway,
And it’s in the rush of adrenaline during a sky dive.
It’s everything and anything.
Because excitement comes when you do something different.
When you break the routine, leave what you’ve always known,
and meet the new part of you.
Now you’re not just floating through life.
You’re running at full speed, head on.
Dare to be a part of the world and dare for excitement.
Because only then will you truly thrive. "
"One account, one support system.
We believe in making banking easy,
for the new generation and the next.
As you grow, you flourish and move on to new chapters,
and throughout all of life's adventures,
this is the one and only account you'll ever need.
Because we'll always find the best solution
just for you.
And when you find yourself in another corner of the world,
Immerse yourself in the newness of it all,
worry free, hassle free, stress free,
With all the ease and convenience that comes with this account.
We'll walk alongside you,
to anchor you when times get tough,
to bring you the best of both virtual and physical banking,
and to be there for you anytime, anywhere.
So leave the hassle behind.
Access the best of banking catered to the younger generation,
with extra value and extra rewards,
all for free.
Move forward now with the one leading account:
HSBC ONE. The One for you.
HSBC One
Naming Manifesto
A naming manifesto is often written for internal use. It is to paint a picture of what this new name will encompass, helping stakeholders and management envision the possibilities of the name.
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I wrote this naming manifesto in 2020 to convey the possibilities of the HSBC One account: personal in its ability to make things like late all-nighters seamless, and empowering in its ability to reach even the loftiest dreams.
Campaign Key Visuals
TAGLINE CREATION
