2016 Winners & Shortlists

Brief Explanation

The Late Bloomers, Last Minute Planners and People who might not realise it’s time for a holiday. We all know them. There are people all around us who seem to cling to the office and find it difficult to let go, stock-piling leave dates that go to waste. How can HSBC reach them and get them to consider using travel loans?

The Brief

HSBC wanted to promote travel loans during a period where few people travel and to reach people who don't travel enough.

How the final design was conceived

Every April, HSBC launches a Pre-Travel campaign with credit cards and loans for people who are planning their summer holidays and looking to better plan their finances. The objective is to get them to consider travelling, buy tickets and spend while travelling using HSBC products – offering them various incentives to do so and make the most of their holiday. This time, HSBC had a different target audience in mind. With people who don't travel enough in mind, we looked at your typical souvenir gifts and picked snow-globes as the ideal giveaway. To create our 'office-globes,' we created a series of prototypes using 3D printing. Instead of snow, we picked a plastic material that looked like post-it notes within the context of the 'office-globes.'

Indication of how successful the outcome was in the market

We reached our audience in a highly targeted way. Giving them a prop to place at their desks, helping spread WOM and creating a constant reminder to travel with HSBC. The number of applications reached 24% over the campaign target. The incremental increase achieved 15% over the target.