HSBC DM PREMIER CHALLENGE by J. Walter Thompson Sao Paulo

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PREMIER CHALLENGE

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Industry Banking & Financial Services
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Fabio Miraglia, Mario D`andrea, Juarez Zaleski Jr
Art Director Ricardo Marques, Danilo Nagami, Gustavo Costi, Dagmar Nesi, Diego De Lara Miguel, Felipe Mendes, Rodolfo Amaral, Andre Luiz Poli
Copywriter Fernando Christo, Túlio Bragança, Carine Gusso, Anderson Dias, Marco Pupo, João Bruno
Account Supervisor Gabriela May, José Fernando Lopes, Bianca Gugelmin, Silvia Rohrig
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: HSBC
Product/Service: BANKING
Agency: JWT BRAZIL
Date of First Appearance: Mar 14 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
Entry URL: http://www.itsclicktime.com/2010/desafioHSBC/eng/
President / Chied Creative Officer: Mario D’Andrea (JWT)
Creative Director: Fabio Miraglia (JWT)
Creative Director: Juarez Zaleski (JWT)
Art Director: Ricardo Marques (JWT)
Art Director: Dagmar Nesi (JWT)
Art Director: Felipe Mendes (JWT)
Art Director: Danilo Nagami (JWT)
Art Director: Diego de Lara Miguel (JWT)
Art Director: Andre Poli (JWT)
Copywriter: Marco Pupo (JWT)
Copywriter: Fernando Christo (JWT)
Copywriter: João Bruno (JWT)
Copywriter: Túlio Bragança (JWT)
Copywriter: Carine Gusso (JWT)
Copywriter: Anderson Dias (JWT)
Strategy: Alexandre Ottoni/Deive Pazos (JWT)
Technology: Antonio Neto/Vinícius Freitas/Tiane Yamaguchi/Carlos de Souza (JWT)
Account Supervisor: Gabriela May/Jose Lopes/Silvia Rohrig/Bianca Gugelmin (JWT)
Media Team: Marcelo Andrade/Rafael Lins/Fabiano Souza/Cristiano Calil/Ivana Duarte/Jessica M (JWT)
Client Supervisor: Glen Valente/Carlos Alves (HSBC)
Media placement: Twitter - Social Media - 14/03/2011
Media placement: Facebook - Social Media - 14/03/2011

Describe the brief/objective of the direct campaign.
The campaign objective was to show the internationality of HSBC Premier, to existing and new customers. Being an HSBC client was not a requirement for taking part of the challenge.
The strategy was to invite clients to play an Alternative Reality Game where they could better experience the HSBC Premier way of living and values, and win a car. The objective was to integrate the whole LAM region on a single campaign, relevant to all the countries. To make people spend time with the Brand and also make them perceive HSBC as a progressive and open-minded bank.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
There are no goals regarding acquisition numbers or generated revenues. This was mainly a brand campaign and the number of people, from whole LAM region, who played the game, can confirm the results. HSBC awareness and recommendation indexes have increased. More than 6 million of page views and 500 thousand unique hits were generated. The audience spent an average of 15 minutes on the site. Youtube and Facebook banners drove traffic to the website.

Explain why the creative execution was relevant to the product or service.
The campaign was developed to communicate HSBC Premier, an upscale proposition. The core of this proposition is the international services. As such, the creative execution had a pretty relevant role, considering it was a campaign that was integrating the whole region, with materials featuring different places in the world, showing how good it is to live a life without boundaries.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The hotsite got over 6 million page views, 500 thousand unique hits and 30 thousand registered users. 15 minutes was the average time spent on the site. Social networks with the campaign profile (Twitter, MySpace and Facebook) gathered together, more than 10,500 game players. 18,200 webpages were indexed by Google with the term "Desafío HSBC Premier " (HSBC Premier Challenge). An online campaign with unprecedented results for HSBC Latin America.