In Dubai, most local banks have deals with car dealerships that allow their sales reps to be present inside the showroom. HSBC doesn’t have these deals and as such is blocked out of the buying process. An in-mall activation allowed the bank to engage with consumers early in their decision making process - before they would even get to a showroom. The more affluent HSBC target group was reached with a stand in the upscale Dubai Mall and Mall of Emirates. Radio commercials before the activation went live, drew attention to the activation. The lie detector activation was presented by a well-known Dubai based radio deejay and broadcast live on his show on Channel Four, while he was 'interrogating' car owners on the stand.

The activation generated over 1200 new leads in 2 weeks (HSBC Data from Lie Detector activation up to July 31st). The cost per lead reached a low of $25 per lead. Compared to our previous campaign in which it was $42, it’s another measure of how successful the campaign was.