How HSBC’s Outstanding Digital Marketing Initiative Helped Double Card Applications

How HSBC's Outstanding Digital Marketing Initiative Helped Double Card Applications

HSBC Singapore has always pushed the boundaries in showing its commitment to deliver customer-centric products and delivering pioneering innovation across digital, marketing, customer experience and product development.

At The Digital Banker’s 2nd annual Global Retail Banking Innovation Awards 2019 held recently, HSBC Singapore was declared, Winner in Outstanding Digital Marketing Initiative. Outshining prominent competition – the HSBC Visa Platinum Card relaunch campaign was a ground-breaker for HSBC. Not only did the campaign double applications for the card, it generated greater goodwill and affinity for the brand as a whole, with HSBC soaring to be the #1 recommended bank, beating out the big boys.

In a category obsessed with functional rewards, HSBC, a challenger brand, relaunched its HSBC Visa Platinum Credit Card (VPC) like no other, eschewing generic promotions and giving its target audience – Singaporean families with young kids, the gift of genuine quality time together.

Smallest yet mightiest influencers

To emotionalise and elevate VPC’s cash rebate benefits as the ultimate reward for parents – quality family time – HSBC needed to find the right voice and creative expression to carry its message and achieve its objectives. The bank tapped on the smallest yet mightiest influencers – kids. And connected with Singaporean parents through an authentic social experiment film, to remind parents to spend more quality family time together despite their busy schedules.

To spark heartfelt discussion and reflection, HSBC tugged at heart-strings via a social experiment film – posing the question, “What would you do if you have a day free?”

To spark heartfelt discussion and reflection, HSBC tugged at heart-strings via a social experiment film – posing the question, “What would you do if you have a day free?” to real parents and kids (no actors) separately. Through unscripted, unfiltered responses, they found a surprising contrast in responses. Whereas overworked, weary parents wanted to relax and unwind through spa visits or treats, kids just wanted more time with their parents. Acting as an enabler, HSBC got the families out, enjoying quality time together in restaurants, cinemas and other partner establishments. Tears of guilt turned into tears of joy in this day out together. Creatively, HSBC touched the heart – eliciting real confessions and emotions from kids and parents. And appealed to the mind as well – by showcasing the functional value of VPC.

Triple-A slam dunk for a challenger brand

The campaign was kicked off by seeding the social experiment film on Facebook, out-of-home advertising and programmatic. Leveraging this emotional connection, HSBC further spread the importance of family time by reaching parents through strong social content and partnerships, partnering with Mommy & Daddy Influencers to contribute to the conversation of what ‘quality family time’ meant to them and also ran social contests to continue engaging the target audience and drive association of VPC as the card that makes family time more fulfilling. To drive conversion, they also looked at the customer journey with an action-driven digital strategy, actively leveraging on retargeting to those who had already indicated interest for the VPC card through dynamic creative, displaying specific and relevant messages, based on benefits that they were interested in, on highly-targeted touchpoints like programmatic, search and social. To reach families at the right time and right place, HSBC also used custom audience and location-based media.

The campaign scored a triple-A slam dunk for a challenger brand — with breakthrough Attention, card Acquisitions and overall brand Affinity, exceeding campaign KPIs.

The campaign scored a triple-A slam dunk for a challenger brand — with breakthrough Attention, card Acquisitions and overall brand Affinity, exceeding campaign KPIs.

A social experiment film which ran in conjunction with the relaunch, achieved over 1,000,000 views. Website landings exceeded KPIs by +242%. The campaign achieved over 20% uplift in positive social conversations during its launch period, compared to 75 days pre-launch. The campaign garnered positive reviews and word-of-mouth amongst various media, industry experts and consumers – generating a total PR value of over S$50,000.

 

>> To read more about this story and other exclusive features about the digital banking landscape, download the latest issue of The Digital Banker Magazine HERE.

 

Image: Victor Moussa / Shutterstock.com

Shopping Cart

Media Kit

    Data Protection

    Personal Data (“Data”) submitted for Media Kit (“Media Kit”), and/or collected in the form of first name, last name, email address and other contact details may be used for the purposes of inviting you to future events and for reaching out to you with content which may be of interest to you. For these purposes, The Digital Banker will share the Data with our associate companies (including event and content sponsors) to promote their products and services. You will also be automatically subscribed as a user on www.thedigitalbanker.com. If you would like to opt-out, email us at [email protected].

    By clicking Submit, you acknowledge that you consent/ have sufficient informed consent to the collection, use and disclosure of Data as set out above.

    The Digital Banker Summit

    Moving on from FTX: is 2023 the year of CBDCs?

    Indonesia, Jakarta

    Thailand, Bangkok

    Philippines, Manila

    Contact Us

      Data Protection

      The information you provide will be held on our database and may be used to keep you informed of our and our associate companies’ products and for selected third party mailings. Please tick the box if you would prefer not to be contacted for these purposes:

      Request Nomination Pack

        Data Protection

        The information you provide will be held on our database and may be used to keep you informed of our and our associate companies’ products and for selected third party mailings. Please tick the box if you would prefer not to be contacted for these purposes:

        Registration Form

          Data Protection

          The information you provide will be held on our database and may be used to keep you informed of our and our associate companies’ products and for selected third party mailings. Please tick the box if you would prefer not to be contacted for these purposes:

          Registration Form

            Data Protection

            The information you provide will be held on our database and may be used to keep you informed of our and our associate companies’ products and for selected third party mailings. Please tick the box if you would prefer not to be contacted for these purposes:

            Registration Form

              Data Protection

              The information you provide will be held on our database and may be used to keep you informed of our and our associate companies’ products and for selected third party mailings. Please tick the box if you would prefer not to be contacted for these purposes:

              Registration Form

                Data Protection

                The information you provide will be held on our database and may be used to keep you informed of our and our associate companies’ products and for selected third party mailings. Please tick the box if you would prefer not to be contacted for these purposes:

                Registration Form

                  Data Protection

                  The information you provide will be held on our database and may be used to keep you informed of our and our associate companies’ products and for selected third party mailings. Please tick the box if you would prefer not to be contacted for these purposes:

                  The world’s preeminent Private Banks and Wealth Managers are demonstrating a committed drive in innovation, advisory, new products and services to meet the sophisticated needs of their clients.

                  COVID-19
                  Amid economic activity revival on the back of the Covid-19 vaccine program, organisations moving from business continuity plans to stable working environments, together with the slightest improvement in unemployment numbers, forced the world to adjust to new realities. Coming to terms with the “new normal”, global investors are now on the look-out for attractive and stable investment opportunities.

                  Needs of Private Wealth customers and families worldwide have drastically changed due to the pandemic and banks have had to accelerate efforts to deploy a multi-channel service strategy and safeguard clients’ businesses and wealth against negative impacts of economic uncertainly.

                  The Global Private Banking Innovation Awards will recognise the world’s best private banks, wealth managers and asset managers that are championing innovation across advisory, service, products, customer experience and more.

                  Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. 

                  Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

                  Request Nomination Pack

                  Error: Contact form not found.