2025; The Year of the Snake and Double Dominations.
The objective.
Partnering with us for a second year in a row, HSBC were looking to create vibrant and memorable moments amongst international audiences during the Lunar New Year. Their goal was to show up in environments where these audiences naturally frequent.
How we rose to the challenge.
The solution was to place HSBC’s campaign in high-impact, high-attention environments frequented by culturally and linguistically diverse audiences.
Domination.
We delivered full-scale location dominations across both World Square and Chatswood Interchange, transforming the environments through branded column wraps, floor and window decals.
On-screen activity.
Using our DART planning tool, we pinpointed high-indexing locations across Sydney and Melbourne for HSBC’s target audience. The campaign was then brought to life across these locations within our retail network on large-format platinum screens.
"Building on our successful domination of World Square during Lunar New Year in 2024, VMO have expanded our activity for Lunar New Year in 2025. As a result, we’ve implemented an attention-grabbing takeover of World Square and Chatswood Interchange districts, both busy hubs for our international target audience celebrating the Lunar New Year. Both locations include a series of high-impact outdoor formats to deliver high visibility in an authentic and relatable way. This enables us to reach thousands of professionals, shoppers and tourists daily and provide contextually relevant festivities such as lion dances, night markets and cultural displays. The two locations enabled HSBC to achieve broader exposure and sustained visibility while associating HSBC with celebration and prosperity.”
Tanya Smith, Head of Customer Propositions and Marketing, HSBC Australia.
