Initial interviews with societal leaders were used as teaser videos seeded on YouTube to drive public interest and direct them to the Beyond Money microsite for more information. Targeted at high-networth individuals and influencers, LinkedIn videos and Facebook polls sparked conversations for the campaign and drove more traffic to the microsite to encourage sign ups for the event. Physical direct mail invites were also mailed to HSBC's database and media journalists to RSVP.

During the Beyond Money event, societal leaders and experts come together to share their views on selected topics. In a panel discussion format moderated by a host, insights and conversations about the impact of money and people’s lives are shared on stage. This content is filmed and distributed online for a wider audience to learn and share. A special TED supplement booklet distributed at the event reinforces the importance to go beyond money.

4.2 million brand impressions were made in just 3 weeks

Beyond Money content reached 300,000 unique target audiences.

89% of our audience thought more positively of HSBC.

More importantly, insights and learnings from societal leaders are currently leveraged to improve HSBC's products and services. HSBC is currently designing new useful online tools to help consumers consider and ask the right questions about investment or education planning based on the new understanding from the event.

With the success in Singapore, Dubai and America are next to roll out Beyond Money.