2016 Winners & Shortlists

The Brief

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.

Creative 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.