HSBC Takes Aim at Fintechs With App-Centric Campaign

Snapshot
HSBC has launched its new ‘Made it Better’ campaign to spotlight its recently overhauled mobile banking app, the most significant update since 2012. 

The initiative follows the bank’s broader strategy to compete more directly with nimble, digital-first challengers. Building on momentum from last year’s ‘The HSBC Way’ campaign, this new creative push centers on real-world banking problems solved by smart app features. A series of short videos form the core of the campaign, each dramatizing relatable customer predicaments with a light, cinematic touch.

In “Another Round,” a man caught footing a huge bar tab smoothly shifts his credit limit via the app, avoiding a financial fumble.

“Bend It” follows a father who was inspired by his son’s football talent, uses the Future Planner feature to assess the financial realities of sending his son to study overseas, and realizes he may need to delay his retirement plans. 

“Run” captures a woman chasing a wallet thief who turns to the ‘Chat with Us’ feature for immediate support, showcasing how HSBC swiftly aids customers in critical situations.

Meanwhile, “Double Plaster” tells the story of a man too injured to sign paperwork, who instead uses facial authentication to finish banking tasks hands-free.

These vignettes drive home the bank’s message: real-time, mobile-first solutions are now at the heart of its customer service promise.

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