2020/2021 Winners & Shortlists

Why is this work relevant for Entertainment?

HSBC Middle East presents Mother’s Day Melodrama. An original song that it’s a tribute to real unfiltered motherhood, with all its ups and downs. Launched on Mother’s Day on HSBC YouTube and social media across Middle East and Egypt, our catchy song and “music video” broke all the “mom-washed,” idealized images of the “perfect Arab mom” and sneaked into the millennial Arab mom’s video binge and engaged with them in a more meaningful, honest and truthful way.

Background

Millennials are the largest generation in history, and in MENA the same holds true, with millennials making up 57% of the population. That’s why in early 2019, HSBC Middle East wanted to break through the white noise of banking content sameness and achieve higher engagement with regional millennials.

Describe the creative idea

HSBC presents Mother's Day Melodrama. The only Mother's Day gift that moms actually want, is a whole 5 minutes all to themselves.

Describe the strategy

We looked for relevant insights about millennials in the region and we realized that most of them are young moms and dads with toddlers or young children. And with Mother’s Day 2019 coming up, we found a great opportunity to connect with them. We decided to create an “unbank-like” way to celebrate young moms in the region with a film that give them a break from all the unrealistic advertising clichés of "perfect Arab moms" and celebrates what they love the most: the honesty and tension of real unfiltered stories. From a brand that proudly says, “Together we thrive” came a mother’s day song that sings, "I love you but leave me alone". It's safe to say that we have been true to rule number one of creating content for millennial in the region: Honesty rules. Humour connects.

Describe the execution

On Mother’s Day 2019, we released on all our social media platforms our tribute to real motherhood. An original song that portrays the daily odyssey of a young mom that never gets a break from her child to read a book, eat a "not-already-half-eaten" bite or even have a bathroom break (preferably alone). A young mom, like millions of young moms out there, that have just one wish for her special day, which is not a messy breakfast in bed or a sweetly clumsy DIY card. The only Mother's Day gift that moms actually want, is a whole 5 minutes all to themselves.

Describe the outcome

Total reach: 5,929,550 Total Views: 3,876,380 620% increase in engagement (Highest engagement and most shared video in HSBC Middle East history.) Achievement against campaign targets: 346% increase in media spend ROI 212% Impressions over forecast 132% Views over forecast 140.26% Reach over forecast