HSBC Premier consumers are at the top end of the consumer wealth funnel. However, in the process of wealth accumulation & living in a fast world, they have ignored their passions in the past & also not planned for them in the future.

When we delved deeper into their media habits we realized in a changing world of digitized content the premier audience still finds time for theatre and have a high level of involvement with it.

These 2 insights formed the basis for a disruptive format & its content

Idea: ‘The Boarding Call’- a unique theatrical experience with three original short plays that delve into facets of life which truly matter to us.

An exclusive by invitation event was held for all the top customers at the most iconic theatres in key markets.

India’s finest theatre artistes were roped in to enact the plays – Ashish Vidyarthi, Sandhya Mridul & Cyrus Sahukar.

On-ground theatrical experience – Two events in priority markets of Mumbai & Delhi at grand venues creating an unforgettable & resplendent production experience

We partnered with Times Network (biggest media conglomerate) as a media partner to drive reach & content integration across platforms

Television – The play content was shot separately with TV production sensibilities and converted into a 4-part series running on the Biggest English News Channel (Times Now) on the weekend (leisure time consumption slot) & also on the biggest News Channel (ET Now)

Digital – The content was also adapted to Digital audiences & mounted on the Digital platform through the Facebook page of HSBC as well as a microsite hosted on the Times platform which helped us to increase reach amongst our audience.

• The revenue targets were exceeded by 44%

• Activated 775 wealth management portfolios during the campaign period.

• The India 1st format has become a global case study & is being adopted by other HSBC markets across the globe.

• Boarding Call has become No. 1 in Organic Search (beating all airlines to it)

• The TV adaptation reached over a million people & the digital format and the supporting campaign generated close to 200 MN+ impressions

• We received a fabulous feedback from our customers in the form of personalized letters & emails appreciating the experience created for them