HSBC

HSBC

Timing and term

July - December 2019

Countries:


Media formats:

D6 networks near to business lounges within LHR, SIN, HKG and DXB international airports

Objective

Reinforce HSBC’s positive association as the leader in international banking with their key target audience of C-suites and company executives, across thirteen key markets.

Strategy:

Due to budget restrictions we were not able to deploy the campaign across the 13 key markets. Therefore we identified core international airports which would reach as many people as possible from the target markets whilst only activating the campaign in a few of them. Within these airports we planned digital networks specifically targeted at business class passengers and we specifically selected small format inventory which followed our audience through the airport achieving a high frequency and aiding message recall.

Results

This campaign was researched and measured against HSBC’s key target audience (Mosaic groups City Prosperity & Prestige Positions).

Key performance metrics for this campaign were delivered in partnership with On Device Research (ODR), and in some cases these doubled expected benchmarks.

Among other headlines, the activity was proven to shift top of mind awareness, improve consideration, and increase website visits.

14
percent increase in website visits
7
increase in first mentions of HSBC as a business bank that first comes to mind.
84
percent of c-suites exposed said they would consider HSBC for their business bank account
73
percent said airport advertising is memorable
68
percent said it’s relevant to them
64
percent said they trust brands that advertise in airports

Social Amplification

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