Results and Effectiveness

HSBC Dream Designers actually converted dreams into reality! The Dream Designers model at various touch points ensured that experiences would be with consumers forever. Lesser opportunity to see but everlasting impact delivered across metros in India. • Wealth Management services grew threefold and contributed towards revenues from the sale of Investment which grew by 30%. • More than 3000 + leads generated per day and millions of conversations about the HSBC dream experiences. • Digital - 27 M impressions • Delivering 300% higher CTR than industry average

Creative Execution

We decided not to take the traditional media route. We approached our consumers as a ‘trusted advisor’, connecting different aspirations of his life to our services with HSBC Dream Designers. A media model, executed across most receptive environments like Cinema, Digital, Print & Ambient spaces to bring alive their dream. - We caught him off guard with Sydney Opera experience in Cinema halls - Captured his kid’s aspiration (in the profession of his choice) on Forbes at Malls. An element of surprise as we featured his child on a leading magazine’s cover of immense fame. - In corporate parks, provided a glimpse of future lifestyle through Golf game experiences. Again, induced ‘surprise’ element by presenting a leisure activity at work environs. We continued to engage with him through interactive rich media puzzles highlighting offerings across leading sites while illustrating his child’s ambition in the form of scribbles on preferred newspapers.

Insights, Strategy and the Idea

Wealth Management as a category in India inherently has players showcasing ‘expertise’, ‘size’, and talking about themselves rather than their role in consumer’s lives. In here, came HSBC’s differential approach as a whiff of fresh air surrounded by category despair to sell products. They were driven by customer need and the intent to establish themselves as pioneers in the category. In this approach HSBC brought alive what ‘Wealth’ meant to the target group, in matters that the consumer cared about. The identified crucial ‘aspiration levers’ in the life of the their consumers were: a) child’s future b) exotic holiday c) protecting family and d) financial freedom post-retirement. Our challenge was then to communicate HSBC Wealth Management’s strategy shift effectively and align products successfully to customer needs. The task was to “BRING WEALTH ALIVE”