Client: HSBC UK Product: No Fixed Address service Media: Activation/stunt
In brief: Demonstrate the vicious cycle homeless people find themselves in and how HSBC can help.
Making a short story long: We created an activation in Kings Cross station that showed the never-ending struggle. No address means no bank account. No bank account, no job. No job, no home. And so on.The climbing wall rotated as the climbers moved up the holds, so they were constantly climbing but never able to reach the top. Estimated footfall of 177k and an over-delivery of 59% in OOH impacts. While this was intended to bring awareness to the service, an unexpected bonus was that two homeless people saw the activation and signed up for the No Fixed Address service at the local HSBC.