HSBC: Choose what you love – Discovering credit cards through a musical experience

Ida Siow, Malati Afridi, Julie Traczyk, Judy Ang et al.

Financial services organisation HSBC created a campaign in Singapore which used personalised music videos to match the right credit offer to each new customer.

Campaign details

Brand: HSBCBrand owner: HSBC Bank SingaporeLead agency: J. Walter Thompson  SingaporeCountry: SingaporeIndustries: Credit cards & loansMedia channels: Cinema, Email marketing, Games & competitions, Integrated, Online display, Outdoor, out-of-home, Print - general, unspecified, Programmatic display, Radio & audio, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

In Singapore, consumers are overwhelmed by a plethora of credit card offerings that have resulted in a saturated market environment. As a consequence, HSBC's credit card penetration has been stagnant and lagging behind the category leaders. HSBC's challenge was to...

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