| Title | Bag |
| Agency | J. Walter Thompson New York |
| Campaign | Bag |
| Advertiser | HSBC |
| Brand | HSBC |
| Date of First Broadcast/Publication | 2006 / 2 |
| Product | President's Day Sale |
| Business Sector | Banking & Financial Services, Investments, Stock Brokers |
| Story | The idea was to create a retail sale event very much like a department store would hold for Presidentsí Day. And what better icon of a great sale than a great shopping bag? Posters and in-branch materials included people holding HSBC Presidentsí Day Sale bags and invited potential customers to come in and pick up a few hot numbers. |
| Philosophy | To create additional buzz on the street, 84,000 actual custom bags were handed out at Grand Central Station with the Metro News, and at other venues across the city. |
| Problem | HSBC needs to show growth in customer acquisition and new deposits early in the calendar year to meet its business goals. Our job was to create a compelling opportunity to drive customers into the bank to open new accounts. |
| Result | Outperformed goal of 329 mm by 27% to bring in a total of 418 mm in new deposits, including 6,251 new checking accounts and 21,193 new savings accounts. |
| Media Type | Other Collateral |