HSBC
Retirement Integrated Campaign
Traditional attitudes towards retirement had shifted in a revolutionary way. HSBC wanted to demonstrate its expert knowledge on the changing nature of retirement. It had undertaken a broader and deeper scope of research on retirement then any other financial institution. The creative platform positioned HSBC as the revolutionary voice in retirement.
The advertising campaign included print, POS, online, targeted direct mail driving leads to HSBC branches with a $25,000 promotion and a microsite. The microsite played an important role, as it was the point of entry for the contest and also reinforced key campaign messages and drove customer conversion.
Essential part of the microsite was the interactive retirement calculator. It allowed customers to try different retirement options on the fly by slotting in time periods with their cursor. The retirement calculator was also part of some interactive online banners.
Giveaways: Retirement Calculator DVD. Bookmark magnet. Copy: Read all about it. Pen. Copy: Rewrite Retirement. Mug. Copy: Front: Refresh Yourself. Back: Join The Retirement Revolution. www.hsbc.ca/revolution
Newspaper
Direct response.
Outdoor
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Transit station and commuter train domination.
