About
Client: HF Group
Industry: Banking and Finance
Deliverables
Communication Strategy
Creative Strategy & Design
Digital Content Development
Video Animations
OOH Branding
Radio Ad
CHALLENGE
In 2024, HF Group sought to execute a Rights Issue campaign to raise capital for growth by securing a 100% uptake of their 1.5 billion shares. However, they faced notable obstacles, many shareholders were unaware of the offering or hesitant. Non-shareholders were largely uninformed about the opportunity to invest, and pervasive perceptions of financial instability lingered, despite a demonstrable turnaround. The campaign also contended with economic hardships reducing disposable incomes, compounded by misconceptions about the complexities of a Rights Issue. Meanwhile, the window to drive awareness, engagement, and uptake was narrow, to achieve this critical goal.
STRATEGY
To address these challenges, we crafted a dual-faceted approach. We built a campaign that wasn’t just about numbers; it was about lives touched and futures secured, hence the thematic campaign, ‘Enriching Lives’. It leveraged HF Group’s rich history and transformation, creating emotional resonance and brand trust. This was complemented by a Rights Issue-specific campaign that educated and engaged stakeholders, emphasizing HF’s resurgence, its growth trajectory, and the financial benefits of investing.
At Tessera, we saw more than just a brief; we saw an opportunity to rewrite HF Group’s story. We strategized the use of integrated traditional and digital media, a docu-film narrative led by the Group CEO, and high-energy visuals displaying HF’s storied dynamic present. We aimed to inspire pride, confidence, and urgency among both existing and potential shareholders. Our narrative strategy highlighted transformation, legacy, and opportunities for co-ownership in HF Group’s growth story.
SOLUTION
Through our storytelling expertise lens, we told a story of transformation and illustrated HF’s role in creating opportunities and enriching lives. The campaign peaked in the thematic commercial, showing a sweeping montage of HF’s milestones, interspersed with powerful statements of progress. Every frame, every story carried a clear message: HF Group isn’t just a bank; it’s a partner in progress. At the centre of it all was the Group CEO, speaking directly to shareholders: This is your time to ‘Invest in us by investing with us.’
Through music, dynamic engagement and immersive storytelling, we transformed a complex financial product into an aspirational opportunity, delivering a campaign that resonated deeply and drove action, capturing HF Group’s journey toward enriching lives.
