2016 Winners & Shortlists

FIRST ON 1ST

BrandHSBC
Product/ServiceBANK
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryEvents & Experiential (incl. stunts and celebrity endorsement)
Entrant Company J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Advertising Agency J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Media Agency MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Production Company DEJA VU Dubai, UNITED ARAB EMIRATES

The Campaign

On the very first morning of the year, we set up special billboards across parks, jogging tracks and beaches of the city. These billboards were meant specifically for the first ones who came across them, and offered items like bicycles, headphones, go pro cameras and surf boards to help them with their fitness routine in the coming year. Considering everyone was bringing in New Year’s Eve just hours before, it was only the really dedicated ones who showed up at these locations and they were duly rewarded. Theses individuals were genuinely surprised by our gesture. Imagine their disbelief when they came across a billboard, in the wee hours of the morning that was put there just for them. We secretly filmed their reactions, and with their permission, posted a compilation video online. Their resolve and dedication inspired the millions who saw the video on social media platforms. For a change, our Facebook account was flooded with positive reactions and comments. Banking communication rarely evokes such an agreeable response. Meanwhile, regional media and online blogs also took notice of the initiative and a fair amount of ink was spent on their part to talk about how it was refreshing way to start the year.

The Brief

People make majority of their financial decisions at the beginning of the year. This makes it vital for Banks to win the marketing game, not just against each other, but also other categories. In the case of HSBC, we have a two-month window to get as many leads as we can, so that we can achieve a major chunk of the projected target. By starting the year with an idea that created a buzz across the country, we won half the battle. We had their attention and a receptive state of mind. The product campaign rolled out soon after to finish the job.

Execution

This idea was implemented in the wee hours of the 1st of January. We set up 16 of these billboards across 16 locations, and they stayed there till the first one’s came up to them and claimed their reward. In the coming days, we posted the video of this initiative online, where it spread rapidly and was well received. Thereby, we cemented ourselves firmly in the consideration set for people’s financial plans, both short and long term.

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

The Strategy

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. Ambition is contagious as they say, so we started the year celebrating the ambitious ones.

Credits

Name Company Role
Ramsey Naja J. Walter Thompson - Dubai Chief Creative Officer
Chafic Haddad J. Walter Thompson - Dubai Chief Creative Operations Officer
Akhilesh Bagri J. Walter Thompson - Dubai Creative Director
Gautam Wadher J. Walter Thompson - Dubai Creative Director
Mahesh Powar J. Walter Thompson - Dubai Senior Art Director
Nermine Barrada J. Walter Thompson - Dubai Senior Account Director
Aly Seifelnasr J. Walter Thompson - Dubai Agency Content Producer
Zeina Saab J. Walter Thompson - Dubai Account Manager
Rula Hajjar J. Walter Thompson - Dubai Sr. Account Executive
Jaafar Atwi J. Walter Thompson - Dubai Head of Print Production
Nabil El Kourdy J. Walter Thompson - Dubai Account Executive
Badawi Elgharabli J. Walter Thompson - Dubai Head of Traffic