TitleStrategy
Agency
Campaign Strategy
Advertiser HSBC
Brand HSBC Direct
Date of First Broadcast/Publication 2006 / 5
Business Sector Banking & Financial Services, Investments, Stock Brokers
Story In 2005 HSBC created a new virtual on-line bank offering high value savings products direct to the consumer. In 2006, our goal is to generate $5 billion in net new deposits from new to bank customers.
Philosophy The pig motif keeps things simple and friendly. On-line advertising, search, and direct mail messaging is segmented by prospective customer types it directs prospects to landing pages also differentiated by messaging.
Problem Consumers have two generic expectations of online products (1) convenience
(2) providing a better value than they would be able to obtain off-line. In addition to rate, differentiators are security and easy access to funds at any time.
Result By only September 2006, HSBC Direct has exceeded all of the annual business goals:



$5.2 Billion new net deposits
$102 cost per acquired customer
$4.39 cost per $1000 deposited
83% new to bank customers
Media Type Web Advertising/Banners
More Information www.hsbcdirect.com

Our Work