HSBC wanted to acquire new Student Accounts by targeting new university students and higher level apprentices. Attracting new customers through student account offerings is a critical acquisition tool for all of the high street banks - it's one of the primary periods for getting new people into the bank. Competition is stiff at this period, as all the banks push hard to attract new university students at a key life stage.

HSBC had ambitious targets this year in terms of bringing new customers in, and this year they had a category first in that they are the first high street bank to offer their Student Account to both university students and higher level apprentices. We needed to raise awareness of this differentiator, and attract new young people to sign up with HSBC's Student Account.

The social campaign launched on August 17th (A-Level results day) with an announcement video from Lady Leshurr on her Facebook and Snapchat, teasing that she was working with HSBC on a music video.

The full music video was released on Snapchat mid September as a swipe-up ad, in time for Freshers’ Week, along with three 15” edits on Facebook and Instagram. Lady Leshurr also posted to her own Snapchat with a message to her fans directing them to watch the video on HSBC’s channels.

The launch was also preceded by a set of product-focused, direct response carousel ads on Facebook and Instagram, which highlighted the £60 Amazon.co.uk gift card and 12 month Amazon Prime Student subscription offered with the HSBC Student Current Account.

All assets were shot in vertical, keeping the fact that mobile is the go-to destination for social.