HSBC: Choose What You Love
Using a surprising and engaging digital experiences to serve up a personalised credit card recommendation worth sharing.
A little about the brand:
Credit card choices abound in the market and it is notoriously tough to get consumers to pay the slightest attention to card offers unless freebies are dangled. HSBC approached us to come up with an idea for their key acquisition campaign that would drive awareness and desirability for their cards – the catch being they wanted us to think beyond free gifts.
We realised the bank offered an excellent selection of cards that catered to varying lifestyles. So the creative idea celebrated the individuality at the core of HSBC’s card offering – creating a personalised branded experience to find a card perfect for every consumer.
Four originally composed songs inspired by each card were used as the backbone of the campaign. The track was then spun into 24,000 different video permutations based on real-time data and a user’s choice to a series of questions. All so that the process of finding the perfect card would not only educate but also delight consumers both new and old.
Some challenges in getting this out:
Prior to this campaign, the client had actually not done extensive digital work. This was a huge leap of faith for them and given the typical rigors of financial institutions, there were a lot of approvals that we needed in order to get a digital platform that pulled data up and running.
Budget for production was also extremely tight but we worked closely with the production house to maximise time and crew on set in order to get the mountain of deliverables we needed.
Why this mattered to me:
This was my first project with HSBC as the brand’s creative lead and there was a lot of pressure for the campaign to perform given faith the client’s were placing in us to do something completely untraditional. We put in a lot of effort into the creative work but also making sure that we engaged the client every step of the way to assure them they were right in picking a brave way to engage their consumers.
Where this was seen:
Social, targeted ads, print.
Some accolades:
Effies, HSBC Best Marketing Campaign.