New Year, New Goals Highlighted in ‘1.23 Go Goal Day’ Campaign Featuring Keung To

In celebration of the Lunar New year, HSBC has partnered with Wunderman Thompson Hong Kong to launch the “1.23 Go Goal Day” campaign to encourage and empower Hongkongers to pursue their dreams.

At the core of this campaign is the establishment of the 1.23 Go Goal Day, thes annual ritual happening on 23 January aims to kickstart not only 2022, but every new year in the future. With the date and name of this day resembling the expression of “1, 2, 3, go!”, HSBC has “made it a representation of courage for everyone who goes after their dreams,” says the brand.

The campaign kicked off with a video featuring Keung To, one of the city’s most popular singers sharing his new year’s resolution to inspire the people of the city to set their goals.


The campaign continued with a series of social posts by influencers around the city who took the lead to share their goals.

The teaser is followed by offline stunts to engage the audience in real life. On the iconic OOH wall in the Tsim Sha Tsui MTR station, a 1:1 Keung To will greet the audience digitally, and introduce the HSBC services. People can scan the QR code and learn more about the products and services that will potentially support them in achieving their goals.


The brand has also leveraged its LED wall to launch a brand new O2O customer journey. During the entire Lunar New Year period, giant digital red packets will rain down the HSBC Main Building to bring luck and fortune to the city. For the very first time, the offline initiative is bringing the customers back to their social media platform, where they can participate in a game on Facebook to complete the journey.



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