HSBC Bank Australia: The Chinese New Year Term Deposit Bonanza

HSBC Australia was keen to strengthen its liabilities portfolio by attracting new term deposits. Armed with a market-leading rate, a minimum eligibility of A$200K, 16.3% less media spend and the art of 'guanxi', the bank showcased the power of multicultural marketing, when done right.

HSBC Bank Australia: The Chinese New Year Term Deposit Bonanza

Agency: Multicall Connexions Advertiser: HSBC Bank AustraliaAuthor: Daniel AssafTotal Campaign Expenditure: Under $500K

Strategic Communications Challenge

The challenge of this campaign was to double1 new to bank Term Deposits received vs. same period last year and to do it with 16.3% less media spend2.

Sure we had a market leading rate to work with, but it didn't come without a catch and a few key challenges.

A. We were trying to catch bigger fish, and more of themThe...

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