• Situation - HSBC INDIA as a brand has been present in India for over 170 years. However, the recall and brand impression is not very strong among the audience. According to the Pulse survey 2020-22, HSBC is facing a challenge of not strongly being connected with the emerging affluent segment and not leading in the mass affluent segment (71% consideration)

• Brief - Create a strong connect of HSBC INDIA among the emerging affluent segment particularly the retail banking business vertical. Reinstating HSBC India’s commitment towards mass affluent (HNIs). To establish the fact - HSBC INDIA is here to stay and be the part of India’s growth story.

• Objectives - Reaching the pulse of the audience by partnership with a figure who they idolize, follow, get inspired, a figure of authority. Re-establish our unwavering commitment to India and - create a favorable image amongst the community at large

The idea behind MyAccountStartsToday campaign revolved around the concept of starting afresh and embracing new beginnings. The creative focus was to encourage individuals to embrace a fresh beginning by emphasizing the importance of leaving behind past accomplishments and embarking on new ventures for greater success in life.

Lead by a strong key narrative “Wipe my record clean, as the past, no matter how satisfying it was, is just the pass. What I am, has no bearing on what I am about to be. #MyAccountStartsToday with HSBC”. Ending with a bold message by the brand that bring out the essence of our brand promise – ‘we are the springboard of your success that is about to be written’

The campaign, was about a clean slate and the power that comes with a rekindled desire to write your story ahead - A blank slate is indeed inspiring and positive.

As per the research, we figured that our target audience which is emerging affluents and HNIs are present across media touchpoints, and it is important to reach out to them on more than one platform for them to even consider the product/services. Hence, we included involved Influencers, social media, OOH, PR, TVC, Cinema, On-ground activations, Print, Branches and OTT. Influencers played a key role as they have more power to convince their audience. They were selected in a way that their audience matches our TG as well as interest categories.

Our focus was to target out TG in all metro and Tier I cities with people interested in lifestyle, credit card spends, cricket, travel, leisure, food, news and entertainment.

Approach was to go big with print and TVC for reach, influencers for buzz and engagement, OTT for contextuality and other mediums for longer sustenance.

- The campaign launched with an innovative French Window print ad on Economic Times across 11 cities with 800k+ circulation in a day.

- The campaign was widely promoted over OTT, social media and television specially during the WTC final including CNBC TV18, Hotstar, StarSports, Inshorts, Cricbuzz and more.

- Outdoor involved two of India’s Largest Hoardings & other outdoor sites across Delhi, Hyderabad, Mumbai and Bengaluru.

- We used the water projection at Orion Mall in Bengaluru to gauge attention with uniqueness in message delivery.

- We did a partnership with Zomato with promocode VIRATWITHHSBC leading to 12,495 orders.

- We did an On-ground partnership with Bharat Army, India’s official support group for cricket in the world and 1.1+ Million followers on Instagram during the WTC final.

- We partnered with 15+ influencers/celebrities across categories who further strengthened the campaign thought of wiping their record clean and starting afresh.

- Social media impressions: 50 Mn+

- Digital impressions: 32 Mn+

- OTT impressions: 23 Mn+

- Driving interest in HSBC among the masses

o Product page visits during launch phase: Increased by 30 times

o Home page visits during launch phase: Increased by 183% and Bounce rate dropped to 1/5th

- Business impact: We received 10 times more leads during the campaign period across our product offerings.

- Innovations and reach – We went all in with a Big bang launch.

Campaign launched with an innovative French Window print ad on Economic Times across 11 cities with 800k+ circulation in a day

- Driving spends:

Using our promo code ‘ViratWithHSBC’; 12,495 orders placed on Zomato using the coupon in just 5 days (HSBC Credit Card offer)