Product: Accounts and services
In brief: Celebrate the small victories along the way to bigger goals.
Making a short story long: Research showed that if a goal was too big or too far away, people saw it as unachievable. So our campaign helped to celebrate getting a little bit nearer every day with the hashtag #OneStepCloser. Using short videos, we recorded VOs to bring to life what the future might hold. A little girl who loves music might go on to become an iconic rock star if you use the $200 switching bonus for lessons or towards a new guitar. We also persuaded HSBC to drop their standard CTA of Find Out More and use something personalised to each execution.
Media: Print, digital, social