Ravi MirchandaniRavi MirchandaniSingapore. A gleaming metropolis. A smart city to emulate. For years, we’ve enjoyed unprecedented success and prosperity. But have we begun to rest on our laurels? Basked in our achievements? If anything, the unrelenting drive and dynamism of our pioneer generation who have helped make Singapore what it is today seems to be fast fading.
Coupled with the global pandemic, the world has never been more unstable. So the need for Singapore to stay resilient has never been more vital. How then do we revive this pioneering spirit and continue to sharpen our competitive edge?
To inspire Singapore’s changemakers to break out of their comfort zones and champion sustainable progress, we created a spot for HSBC by posing a simple question: ‘Why Stop Here?’
Different social posts were created to reinforce the ‘Why Stop Here?’ ethos that would guide the way HSBC Singapore operates for customers, employees and the wider society.
With its prominence in Singapore’s financial services and as one of the earliest banks to establish here, HSBC wanted to convey that in an ever-changing world and a year of crisis, the path to future prosperity is through applying a growth mindset and finding new ways to innovate.
The ‘Why Stop Here’ multi-year campaign was meant to drive HSBC Singapore’s engagement with not just customers and the wider society, but also employees to constantly seek to grow, develop and improve.
‘Why Stop Here?’ elevated HSBC’s platform and reaffirmed the bank as a challenger brand. The ethos reinforced the values and aspirations HSBC Singapore have for their customers, employees and the wider society. It also helped Wunderman Thompson Singapore to grow the relationship with the bank from a mere S$200k account to a sizeable S$2.5M retainer in the short span of two years.