2014 Winners & Shortlists

The Brief

Getting a car is an emotional process. It's people's rational side that often keeps them from actually buying a new one ("My current car still gets me from A to B", "Is it financially wise to buy one now?", etc) We developed an idea that identifies people's hidden desire to buy a new car and made them aware that with an HSBC Car Loan they can get a new one with peace of mind. Our target audience was made of New To Bank customers.

Creative Execution

Getting a car is an emotional process. It's people's rational side that often keeps them from actually buying a new one ("My current car still gets me from A to B", "Is it financially wise to buy one now?", etc) We developed an idea that reveals people's hidden desire to buy a new car and made them aware that with an HSBC Car Loan they can get a new one with peace of mind.

Describe the creative solution to the brief/objective.

People and cars have a special relationship; many even refer to it as a feeling of love (I love my BMW/Chevy, etc.) We developed an activation that challenged people to evaluate their feelings for their car. On an in-mall stand we hooked car owners up to a lie detector and made them answer questions about their passion for their car. The outcome revealed whether the love is still there or that it's time to get a new car with an HSBC Car Loan. The ‘interrogations’ were led by a well-known deejay and broadcast live on his show on Channel Four.

Results

The activation generated over 1200 new leads in 2 weeks (HSBC Data from Lie Detector activation up to July 31st). The cost per lead reached a low of $25 per lead. Compared to our previous campaign in which it was $42 it’s another measure of how successful the campaign was.