2025; The Year of the Snake and Double Dominations.

In the spirit of celebrating Lunar New Year, HSBC were eager to partner with us for the second year in a row to create vibrant and memorable moments amongst international audiences.

After launching HSBC's 2024 campaign at World Square, we proposed to double the impact with a double domination—taking over two major lifestyle hubs in Sydney: Chatswood Interchange on the North Shore and World Square in Chinatown.

These locations are the ultimate hotspots to connect with high-value audiences, from office workers to tourists and culturally and linguistically diverse people —the exact demographic HSBC were looking to target.

Using column wraps, floor decals, door decals, and window graphics alongside HSBC’s bold on-screen creatives, the campaign was seamlessly woven through both lively locations, covering high-traffic areas and creating strong visibility for HSBC.

Utilising our Dart Planning capabilities, we pinpointed locations across Sydney and Melbourne that indexed highly for CALD audiences, enabling HSBC to further connect with their target audience across these locations with additional quality large format platinum screens.

Tanya Smith, Head of Customer Propositions and Marketing - HSBC Australia, commented,

"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 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."

Curious to see how your brand can create memorable moments to connect with diverse audiences like HSBC did?

Find out more about our domination opportunities here or reach out to your account manager.