HSBC

Hong Kong - The Hong Kong and Shanghai Banking Corporation Limited (HSBC) is one of the world’s largest banking and financial services organizations. As part of its ongoing effort in community banking initiatives, it launched a HSBC’s “Save for your Dreams” programme, targeted at primary school children and is designed as an interactive aid to help parents teach financial literacy at home and encourage savings at an early age. The programme consists of online learning modules, money management guides as well as a 5-month long Piggy Bank Design Competition. Our event-arm worked with MindShare Hong Kong Limited, a global media and marketing service company on this programme.

The ‘Save for your dreams’ piggy bank design competition gave each participant a kit that included a blank plastic pig with drawing tools and a money management guide with a calendar for parents and children. Through the competition, parents interacted with their kids in creating a personalized piggy bank and educated their children on money management. Artistes, radio DJs, bloggers and newspaper columnists were engaged to reminisce about their own piggy bank experienced through media channels.

Our scope of event management works cover from the design of the piggy bank, sourcing, posters and packaging production and design, logistics on the distribution, collection and coordination with the supporting organization The Boys’ and Girls’ Club, and overall management as well as the production for the presentation ceremony and street exhibitions which followed the competition’s results announcement.

The sourcing of the piggy bank was one of the major challenges for our team as we have to ensure its material and color used meets with the strict safety and environmental policies of HSBC.

Result:

-13,000 competition tool kits redeemed in three weeks
-5,000 entries received from primary school children
-Successfully created public awareness through roadshow in Central, Causeway Bay and Whampoa
-Received an Honourable Mention by PR Award 2011 under Corporate Social Responsibility Campaign of the Year