2016 Winners & Shortlists

Brief Explanation

The cautious fiscal environment globally took a toll on the regional banks, as 2015 closed on a glum note. That, and the fact that people have grown increasingly skeptical towards banking communication, meant we had our work cut out in terms of achieving our targets in the upcoming year. People make majority of their financial decisions at the beginning of the year. By starting the year with an idea that created national buzz; we had won half the battle. HSBC had quickly caught people’s attention and created a receptive mindset, which lead to steep increase in online leads.

Results and Effectiveness

1) 1.3 millions views in 5 days after video was posted 2) 10k+ shares 3) View rate more than twice he industry standard 4) Facebook fan base up by 30% 5) Most shared HSBC content video ever 6) Online leads for personal loans up by 16% and credits cards by 23% 7) Targets achieved: 86% new customers acquisitions, 112% personal loans, 90% credit cards 8) A wave of positive comments and responses

Creative Execution

This idea was implemented in the wee hours of the 1st of January, while the city and other brands were still asleep. We set up 16 billboards across parks jogging track and beaches of the city that held a surprise for the first one’s who saw them. They stayed there till the first one’s came along and claimed their rewards. In the coming days, we posted the video of this initiative online, where it got millions of views and was well received. Thereby, we cemented ourselves firmly in the consideration set for people’s financial plans, both short and long term.

Insights, Strategy and the Idea

Our belief as an institution has always been never leave that till tomorrow which you can do today. This virtue has been key to earning the respect of our customers, because we believe it’s a virtue we share with them. With this idea we wanted to appeal to a similar mindset, thereby widening our consumer base, while making our existing clientele feel proud to bank with us. The time of implementation and the nature of the idea spoke to a very specific mindset, and they then became the champions of our campaign.