HSBC China partners with SMG for new media initiative

The three-minute segment 'HSBC’s financial experts navigate the world' leverages the brand’s proposition of ‘Unlocking the world’s potential’ and is one of the bank's key strategic initiatives to drive brand consideration.

The segment features TV host Huang Wei interviewing HSBC senior managers and discussing current financial topics relevant to the China market.

The format allows the bankers to discuss the advantages of using HSBC on a personal and business banking level and how HSBC’s products and services can help customers achieve their financial goals.

Airing on Monday evenings, the segment will run from now until the end of 2011 alongside the company's TV sponsorship of the programme Financial News Express.

Mindshare helped HSBC clinch the deal which, according to the bank, aims to maintain a year-round salience in Shanghai’s cluttered market.

HSBC said this is the first time that TV segments are also integrated with CBN's online channels to maximise viewership and awareness.

A different theme will run each month with topics relating to either personal banking or business banking services. During March the segments will cover wealth management topics and RMB Trade Settlement for local and international enterprises in April.