MAKE FAMILY TIME MORE FULFILLING

With generous discounts for spend at supermarkets, restaurants, and local attractions, a campaign for the HSBC Visa Platinum Card would anchor it as the card for families. But in an increasingly fast-paced world where Singaporeans were struggling to achieve work-life balance, such a campaign would be rendered meaningless.

How would we make our communications more meaningful and get consumers to re-examine what we place at the centre of our lives?

BY CREATING A SOCIAL EXPERIMENT TO SHOW HOW LITTLE THEY FOCUSed ON THEIR FAMILIES.

CREATING A CREDIT CARD CAMPAIGN COULD EASILY MEAN highlighting all the REWARDS THE CARD OFFERED. BUT WHAT IF WE WENT BEYOND SHOWING THE BENEFITS?

WE ZOOMED IN ON WHAT SINGAPOREANS TRULY PRIORITISED.

AWARDS

Gold at MARKies Awards (Most Creative - Specific Audience)

Silver at MARKies Awards (Most Creative - Launch / Re-launch)

Silver at Marketing Excellence Awards (Excellence In Media Strategy)

Bronze at Marketing Excellence Awards (Excellence In Launch Marketing)

Bronze at Tangrams Strategy and Effectiveness Awards (Digitally Integrated Campaign of the Year)

Best in APAC Digital Marketing Innovation at Banking Innovation APAC Awards

Outstanding Digital Marketing Initiative at Global Retail Banking Innovation Awards

Outstanding Social Media Campaign at Global Retail Banking Innovation Awards

making the little ones a big deal

92% of Singaporeans cite family as their top priority. But with them putting in the longest hours at work worldwide, it is no wonder that more than half felt that long working hours were a key barrier to spending time with family. And even when family members are physically together, they’re not really spending quality time.

To address the issue, we tapped the smallest yet mightiest influencers: the kids.

This campaign sparked heartfelt discussion and reflection with Singaporean parents, with a social experiment film, press ads, radio spots and more.

RESULTS

This campaign became a Best-In-Class example within HSBC globally with the following numbers to support the attention. We achieved:

  • 6.5 times more website landings, exceeding KPI by 242%

  • +45% YoY increase in VPC card sign-ups, exceeding KPI by 80%

  • More than S$50,000 worth of earned media

  • more than 20% increase in positive social conversations

  • And for the first time, HSBC scored #1 on the Customer Recommendation Index