HSBC One won young customers by selling tickets to esports star T1

HSBC One, the bank's all-in-one account for 18-to-34-year-olds, faced the classic millennial problem: banking is necessary but boring, and young Hongkongers saw no reason to switch. The bank's own data showed esports and gaming spending growing fast among exactly this group.

Saatchi & Saatchi Hong Kong built the annual campaign around South Korean esports icons T1 and Faker, the 'Michael Jordan of esports'. HSBC One customers could win tickets to T1's first-ever Hong Kong meet-and-greet, visit the team's Seoul headquarters, learn pro tactics and receive limited-edition souvenirs.

Opening an account became the entry ticket: new customers registered for a chance to win the party and exclusive memorabilia. The campaign ran across digital, social and large out-of-home formats, positioning HSBC as the first international bank in Hong Kong to venture into esports sponsorship.

The strategy converted fandom into banking action by making the account the gate to an experience money could not easily buy elsewhere.

Sell the fan experience, not the account

Esports passion provided an emotional hook that banking products never could.

Exclusivity made the account opening feel like winning access, not a chore.

T1's first Hong Kong appearance guaranteed press and fan buzz around the campaign.

The experience (Seoul HQ visit, meet-and-greet) created content that spread on social.

When your category is low-interest, attach the product to a passion the audience already has — the purchase becomes the access pass.

HSBC One saw new millennial customers rise roughly 150% in the first half of 2024; the campaign won the Grand Effie at the 2025 Effie Awards Hong Kong plus a Gold, a Silver and four Bronzes.