HSBC: Student Acquisition Campaign 2014

This case study demonstrates how HSBC, the bank, targeted UK students by positioning its incentive offer as an investment in their futures.

HSBC: Student Acquisition Campaign 2014

TMW Unlimited

Campaign overview

With the opportunity to recruit customers for life, the student bank account market is fiercely competitive. HSBC wanted to increase its share by acquiring new customers and migrating current youth account holders. It aimed for tough increases on the previous year's results, but with reduced budget.

By positioning an Amazon voucher incentive as both a short-term win and a kickstart to students' ambitions for their future selves, the campaign increased HSBC's share of the student market from fifth place to third and generated exponential additional future revenue.

Strategy

At face value,...

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