Title | Strategy |
Agency | J. Walter Thompson New York |
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 |