HSBC launches Premier Elite for high-value customers

The bank collaborated with actor and director Stephen Fung for its launch campaign.

HSBC has officially launched the HSBC Premier Elite service, which offers tailored wealth solutions and lifestyle experiences for the bank’s high-value customers.

The service’s launch was accompanied with an innovative film campaign that saw HSBC work with other elites in various fields, including actor and director Stephen Fung; professional snooker player Marco Fu; barrister and actress Tracy Chu; singer Oscar Wang; creative director and entrepreneur Victoria Tang-Owen; and art collector Evan Chow.

The campaign repositioned the launch not as a new banking tier service, but as an exclusive wealth and lifestyle club.

 Cheuk Shum, head of Marketing, Wealth and Personal Banking for HSBC Hong Kong, said that the bank’s decision to collaborate with Stephen Fung and other intellectuals embodying elite mindsets is ‘deliberate.’ 

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“With Stephen's extensive knowledge and expertise in acting and directing, he unquestionably represents the elite. He not only signifies HSBC's commitment to exceptional wealth management but also personifies the distinctive mindsets and high standards anticipated for this new service, further invigorating our team,” Shum said.

 Fung worked alongside film art director and costume designer, Silver Cheung, and Irving Cheung for the campaign.

In addition to the full film, shorter content films raise awareness of the unique HSBC Premier Elite service, such as "Wealth of Your Choice" and "Lifestyle of Your Choice." These offerings encompass exclusive privileges in banking, dining, travel, and healthcare.

Behind-the-scenes videos will be unveiled in early January 2024.