| Brand | HSBC |
| Product/Service | LOW-RATE CAR LOANS |
| Entrant | JWT Beirut, LEBANON |
| Category | Event & Field Marketing |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
Compared to local banks that carry 80% of the government’s debts, HSBC is a relatively small bank.
In the annual Motorshow, HSBC developed a very competitive offer for their car loan programme in order to attract new customers. The hook: instant approval at a very low rate.
Describe how the promotion developed from concept to implementation
Every year, the Beirut Motorshow is the scene of a ruthless competition between banks to attract new customers. We were faced with a challenge: how to interest people in our stand at an event littered with banks, but that should really be about cars.
The creative solution was simple: free people of their old cars and give them an offer they can’t refuse.
Describe the success of the promotion with both client and consumer including some quantifiable results
The stand saw a record number of visitors who spent an average of 20 minutes engaging with the brand. This translated into a solid 60% increase in new customers compared to previous years.
Explain why the method of promotion was most relevant to the product or service
We sent photographers out into the motorshow’s parking lot so they could take instant photos of car owners with their cars. Then, HSBC shuttles drove the owners to the entrance where they were greeted by the HSBC stand to find that their pictures were pinned on the wall. The pictures where then tagged with farewell messages by their owners, addressed to the cars.
Credits