HSBC: The people you meet at uni will shape your life
Campaign details
Lead agency: We Are SocialContributing agencies: TMW, MindshareCountry: United KingdomIndustry: Banks, credit cards, loansChannels used: Email marketing, Internet - search, Point-of-purchase, in-store, Public relations, Social media, Sponsorship - mediaMedia budget: Up to 500k
Executive Summary
This case study describes how leading global bank HSBC used social thinking to attract prospective university students to open new Student Accounts by defying category norms.
Rather than perpetuate a cycle of incentive...