Passionomics for your first bucket of gold
Teaching Gen Z to earn their first bucket of gold through the trading cards they already love
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AI Translation Summary
Hong Kong's Gen Z dreams of building wealth, but traditional financial education bores them. HSBC One+ partnered with Stephen Fung's rising local IP, Bucketman, to turn financial literacy into a limited-edition trading card game — including an ultra-rare card made of real 999.9 fine gold. By speaking Gen Z's own language of collectables and “passionomics,” the bank taught budgeting, FX perks, and investing, and lifted membership by 35%.
Cultural Context
Trading-card collecting is a booming subculture among Hong Kong's Gen Z, where rare cards trade like real assets. “Bucket of gold” plays on the idiom “pot of gold” fused with the Bucketman character, and “passionomics” blends passion with economics — the idea of learning finance through what you're already passionate about.
Entry Information
Summary
Hong Kong Gen Z wants financial growth — but traditional financial education is boring and irrelevant. HSBC One+ is a starter banking tier with new digital savings and investing tools fit for our audience. But how do we speak their language and prove to them that they should choose us to grow their wealth? Partnering with Stephen Fung, the creator of Bucketman, Hong Kong’s up-and-coming IP, we tapped into our audience’s passionomics. We taught them our unique features through our very own trading card collectable with Bucketman and showed GenZs how they could achieve their first ‘bucket’ of gold.
Strategy
CULTURAL INSIGHT: Our audience is the key in driving the boom in trading card collectables and new Intellectual Properties (IP). So, to appeal to their drive in achieving their first pot of gold, we did so by speaking their language - through a new IP and trading cards.
Execution
EXECUTION: We introduced HSBC's first-ever limited-Edition trading card game series at the Grade 10 Festival, with multiple rarity tiers collectable series revealed at HK’s biggest card show. We even had the ultra-rare 999.9 Fine Gold Ultra-Rare Card, which was a real gold asset that taught GenZ about gold investment and diversification. We launched our HSBC One+ Bucketman Anime Episodes, which explain budgeting, FX privileges, investing basics, and more using HSBC One+ tools. Customers even created an economy around our collectables. The collectables were so popular that the public drove up the monetary value of our cards, making them another source of income for our GenZs, much like real trading card collectables.
Results
+35% surge in HSBC One+ membership 44 million total impressions (26 Nov - 28 Jan) $12,090,978 in PR Value