CAR LOVER'S LIE DETECTOR TEST
| Brand | HSBC |
| Product/Service | CAR LOAN |
| Entrant | JWT DUBAI, UNITED ARAB EMIRATES |
| Category | Special Events And Stunt/Live Advertising |
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Entrant Company
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JWT DUBAI, UNITED ARAB EMIRATES
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Advertising Agency
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JWT DUBAI, UNITED ARAB EMIRATES
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Media Agency
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MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
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Results and Effectiveness
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.
Creative Execution
In Dubai, most local banks have deals with car dealerships that allow their sales reps to be present inside the showroom. HSBC doesn’t have these deals and as such is blocked out of the buying process. An in-mall activation allowed the bank to engage with consumers before they would even get to a showroom. The more affluent HSBC target group was reached with a stand in the upscale Dubai Mall and Mall of Emirates. Radio commercials before the activation went live, drew attention to the activation. The lie detector activation was presented by a well-known Dubai based radio deejay and broadcast live on his show on Channel Four, while he was 'interrogating' car owners on the stand.
Insights, Strategy and the Idea
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.
Credits