HSBC restructured its business and sold off many retail branches in the US, leading to a decline in brand relevance.

This was particularly concerning among Chinese internationals, a priority market for its wealth management business that it was retaining and planning to grow.

HSBC partnered with the Asian Art Museum of San Francisco, using AI technology to analyze 18,000 artworks and uncover the most auspicious shade of red.

This shade, named "The Luckiest Red," was bottled and given to emerging Asian American artists to create new works. These pieces were showcased during Asian American Pacific Islander Heritage Month, reconnecting with the Overseas Chinese audience in a meaningful way.

The artists’ work was showcased on the HSBC webpage, where it was made available for sale.

This enabled continuing prosperity for artists in the AAPI community.

CASE STUDY

THE ROLL-OUT

The campaign rolled out in two phases to maximize engagement and impact.

Phase One Included identifying “The Luckiest Red”
Using Adobe Sensei’s AI technology, HSBC analyzed 18,000 artworks from the Asian Art Museum to determine the most prevalent shade of red. A targeted social media campaign built anticipation and engaged audiences about the quest for the luckiest shade of red.

Phase Two Included celebrating and promoting “The Luckiest Red”
“The Luckiest Red” was bottled and given to emerging Asian American artists to create new artworks. A targeted social media campaign promoted the artists and their creations, which were showcased and sold on HSBC’s webpage. This effort promoted continued prosperity for AAPI artists and generated extensive media coverage.

THE RESULTS

An increase of 5.1 points in awareness

for HSBC among the target audience

Generated extensive media coverage in industry publications

including AdWeek, AdForum, Ads of the World, Little Black Book, and Strategy Magazine

“The Luckiest Red” was added to HSBC’s brand palette,

marking the first colour created from a marketing campaign using data

“The journey of finding this color is as much about celebrating the culturally remarkable forms of art that Asian artists have contributed to the world”

– Kerry English, HSBC

OTHER WORK

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Contact

Toronto, Ontario
Phone: +647 997 5806
Email: therajgarage@gmail.com

﻿HSBC BANK CANADA