A new banking service for Singaporean families with international dreams.

CHALLENGE
Launch HSBC Premier, a premium banking service for Singaporean families with international ambitions like investing, studying or buying a home overseas.

SOLUTION
Sharing your success with your family is very important to Singaporeans, especially because different generations often live together in the same home. We launched Premier with this emotive value, encouraging families to share access to the bank’s products and services. The launch also featured #WhyStopHere, HSBC Singapore’s new brand platform.

IMPACT
Six months after launch, just over 200 families either joined or upgraded to HSBC Premier. Significant growth with the average Premier relationship worth SGD$400K.