HSBC: The day you were born

Anita Kotwani and Arun Narang

Campaign details

Brand owner: HSBC
Agency: Mindshare
Brand: HSBC
Country: India
Industry: Banks, credit cards, loans
Media budget (USD): Up to $500k
Channels used: Direct marketing

Executive summary

The commercial banking arm of HSBC, the global banking group, wanted to create meaningful interaction with the very top ranks of its existing Indian corporate customers which were comprised of CEOs, MDs and Chairmen. It was vital to the brand that these individuals had a more than favorable impression of HSBC, and that they should only be offered communications that were exclusive, personalized and relevant. This case study describes a campaign in which a number of these top individuals were sent on their birthdays a reproduced copy of a newspaper from the day of their birth. As a demonstration of the success of this work, this case study positive reactions from this group of individuals.

Campaign background