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HSBC celebrates 150th birthday with Asia’s biggest lightshow display on flagship building

The Hong Kong Shanghai Banking Corporation has launched an extensive multimillion dollar campaign to mark its 150th anniversary in Hong Kong.

Among the marketing activity to commemorate its third half a century is a digital makeover of its flagship building at 1 Queen’s Road Central. The nightly display will run from 6.30pm to 11.00pm for the whole year.

“The Hong Kong skyline is one of the world’s most iconic, so this was both an opportunity and a responsibility. We wanted to fill the screens with content that recognises the unique character of the city, and HSBC’s place within it,” said Simon Welsh, ECD for J. Walter Thompson Hong Kong’s HSBC Hub.

“The full lighting upgrade and installation of the three media screens makes this the largest integrated lightshow in Asia. It provides us with an opportunity to thank Hong Kong as we enter our 150th year here. Hopefully the content we have created will entertain too,” said Victoria Penman, marketing manager at HSBC.

Other marketing activity includes a specially designed HKD150 banknote and an augmented reality app available on App Store or Google Play. By scanning the note, details and historical scenes are brought to life.

Augmented reality app

Audrey Wong, HSBC’s regional head of retail banking and wealth management marketing, Asia, said: “The note design draws on the spirit of ambition that has made Hong Kong such a special place. It captures the growth and changing landscape of the city, and with all net proceeds from sales of the notes going to local charities we can express our gratitude to Hong Kong.”

Out of home advertising is to run around the financial district in Hong Kong, including on the MTR.

HSBC walk-way at MTR

HSBC outdoor ad

The campaign is also to run on Hong Kong’s iconic trams.

HSBC campaign

The third wave of the campaign will see HSBC partner with the Hong Kong Maritime Museum to launch a new exhibition called ‘Our City, Our Stories’. The exhibit showcases the lives of the people and the industries of the city told through a series of displays, including an interactive video wall.

“In our anniversary year we wanted to deliver a programme which, at its heart, recognises the unique spirit of Hong Kong. We are grateful to have called this city home for 150 years,” said Giles Morgan, HSBC’s global head of sponsorship.

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