HSBC

THE CLIENT

When it comes to making high-profile events stand out, HSBC put their money on us to deliver something spectacular. While they’re a leader in the international finance space, this was their inaugural Global Investment Summit (GIS), so it needed to make a big impact.  

The GIS 2024 proposition communicated the start of something momentous: the launch of the HSBC Global Investment Summit, and the wealth of opportunity unlocked by new global networks. Read on to discover how we put HSBC’s expertise and global reach firmly in the spotlight.

EXPECTED

The three-day Global Investment Summit (GIS) was positioned to replace the well-known Credit Suisse Asian Investment event. As an event attendees were familiar with, we wanted to smash their expectations and elevate their experience. 

We started with the theme. The GIS agenda was set on how new networks of influence, finance, trade and innovation are shaping the global economy. So, the concept, tone, look and feel of the conference also needed to convey this at first glance while adding oomph.

Given the truly international audience in attendance, the creative execution had to feel universal whilst sitting comfortably within HSBC’s brand and feel at home within Hong Kong’s metropolitan landscape.  

DELIVERED

We created a detailed and connected visual and messaging plan for each stage of the customer journey based around the iconic red hex. There were eight layers of comms to guide people from awareness, to consideration, to conversion spanning multiple months.

This was strategically planned to create the most impact wherever the customer encountered our creative – from airport out of home, to press, to social media, to the event itself. All influenced by an inspiring hero film that could be easily cut down into shorts to use across every platform. Including post-event combined with the footage we captured over the three days.

EXCEEDED

With almost 3,000 individual clients in attendance, 98% had a positive overall experience with 95% finding the content useful and insightful. Given the breadth of attendees across the three days, this was an overwhelmingly positive response to the inaugural Global Investment Summit.

Outside of Hong Kong, HSBC’s conference became the #1 event hashtag across LinkedIn during the three days. It has also left a lasting impression with an overall 940% increase in positive brand sentiment from 100M+ total reach and 1.5M+ earned reach during event.