2016 Winners & Shortlists

The Brief

Our objective was to get people to consider using travel loans and related services with HSBC. A lot of people choose not to travel or delay booking their annual leave in the summer till it's too late. We needed a way to target that niche in the market.

Creative Execution

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.

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

We reached our audience in a highly targeted way. Giving them a prop to place at their desks, helping spread WOM and placing 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.

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

Every interaction with the globes provided an opportunity for HSBC to promote and encourage people to use travel loans.