Situation

Tapping the festive season in India to influencing customer spending. Aligning HSBC Credit Cards to be their first choice for all spends for multiple rewards at the end of the campaign. Almost all competing BFSI brands roll out offers for festive splurges. Nearly every bank rolls out credit card offers.

Brief

Reach out to maximum customers to drive spends, build hype through luxurious giveaways and high visibility during the Festive Season ensuring HSBC Credit Card at the center of the campaign. The desired outcome was simple, increase credit card spends across existing cardholders and acquire new to bank customers.

Objectives

• Drive credit card portfolio growth during the festive period.

• Influence and capitalize on the increased consumer spending during the period.

• Position HSBC as a trusted and reliable financial partner through credible endorsements and engaging digital content.

An action-oriented narrative to nudge the audience to celebrate with HSBC during festive season layered with mega rewards. The campaign was populated under an existing narrative #GetSetCelebrate as an attempt to remind people of everything that awaited them during festivities - enabling them to shop and celebrate to the fullest without holding back.

Amplified across paid and owned channels like airport billboard, print ads, customer emails, staff communication, branch activates, social media, sales enablement & collaterals. Creative strategy also landed many firsts – like the use of WhatsApp push to customers, innovative design QRs, leveraging in-app push notifications, Interactive Voice Response, Interventions at customer events, Celebrity Collab on Diwali, Digital promotions and CGI animation video, all towards driving registrations for the campaign, increasing spends and lead to portfolio growth for the bank. While, organically driving brand value & recall.

In India, customers own multiple credit cards using the one which gives them the best offer. We wanted our card to be the first choice during festive spends. Customer shifts card depending on where they get more – rewards or discounts–so the strategy was to reward across spend amounts. The offer had to be re-iterated across touchpoints multiple times to ensure no one misses that their spends can get them a car!

The campaign used breakthrough thinking to create an innovative tiered reward system that set the stage for customers to vie for sought-after rewards. This inspired excitement and heightened participation. Curated digital content, strategically employed captivating visuals to spotlight the allure of the rewards, aiming to ignite enthusiasm and prompt active engagement from customers. Aligned to the overarching goal of driving spends, which created a compelling proposition for consumers and achieved tangible business outcomes during the festive season.

The digital posts effectively conveyed the campaign's value proposition through visuals and messaging, boosting customer interest.Strategic use of influencers, leveraging their immense popularity played a pivotal role in generating considerable interest and engagement. Virat Kohli’s association with the campaign instilled confidence and reinforced the message of quality and reliability. On the other hand, Aparshakti Khurana, an actor, highlighted how he is using HSBC Credit Card to make purchases as he is gunning for the rewards and so should the customers. Their endorsements not only attracted attention but also fostered a sense of excitement and anticipation. Adding to this, a CGI post creatively captured audience attention. These creative efforts, notably increased spends, surpassing expectations.From the mind-blowing reward tiers to creative strategy across touchpoints, from digital promotions to influencer engagements, the campaign emerged as a triumph for not only driving portfolio growth but also enhancing brand visibility and affinity among target audiences.