HSBC: #ZeroRegrets – Reaching students through inspiration rather than incentivisation

Casper Vahlgren, Jenny Barthe, Andre van Loon

Banking and financial services organisation HSBC found a way to cut through freshers' week noise and build an emotional connection with students in the UK.

Campaign details

Brand: HSBCBrand owner: HSBCLead agency: We Are Social, MindshareCountry: United KingdomIndustries: BanksMedia channels: Content marketing, Direct marketing, Online display, Online video, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

Students are a crucial target for banks as they often turn into long-time customers. Choosing a bank account is one of the first things many students do when enrolling at university. International banking and financial services organisation HSBC had to find a way to cut through freshers' week noise.

Many students feel under so much pressure to perform...

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