Product: Savings and Investments
In brief: Produce DM aimed at different segments of savers and investors.
Making a short story long: Having identified three separate types of saver/investor, HSBC wanted to be able to talk to each segment about investing. The first was people that had savings but no investments. The second was young-ish people that didn’t believe they could afford to ‘invest’. And the third was for slightly older people that were starting to think it wasn’t worth it at their age. For each segment, we came up with an interesting way of countering their belief, by comparing it to something they’d understand.
Media: Direct mail