Results and Effectiveness

HSBC Dream Designers actually converted dreams into reality! The Dream Designers model at various touch points ensured that experiences would last with consumers forever. The ideas left an everlasting impact 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, to bring alive their dreams. - 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. - Illustrated his child’s future aspiration in form of scribbles on leading newspapers - We caught him off guard with Sydney Opera experience in Cinema halls - Interactive rich media puzzles highlighted offerings across leading sites - In corporate parks, provided a glimpse of future lifestyle through Golf game experiences. Here, newspapers invoked the inherent aspiration, while, Cinema, Corporate Parks, Online presence and Malls, building engagement among consumers.

Insights, Strategy and the Idea

Consumers in India sought Wealth Management expertise centered around their needs and they almost always felt the shortcoming in this category. Here, player’s inherently showcased ‘expertise’, ‘size’, and spoke about themselves rather than their role in consumers’ lives. In here, came HSBC’s differential approach as a whiff of fresh air surrounded by category despair to sell products. 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’ or matters that they cared most in their lives 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”.