HSBC was the first bank in India to launch a customer loyalty programme. However, numerous competitors were quick to follow suit, setting up reward programmes of their own!
Well, maybe imitation is the best form of flattery, but what HSBC needed at this juncture was a way of standing out from the herd. It needed to differentiate itself from its competitors and make customers aware of its premium set of offerings.
“There’s no such thing as a free lunch!" Public opinion was absolutely skewed against reward programmes, because people feel that if something is offered for free, it will come only at the price of extra effort and hard work! It is exactly this perception that we decided to challenge.
Unlike run-of-the-mill reward programmes that made customers jump through hoops for incentives that weren’t worth the effort involved, HSBC cardholders could earn reward points for the simplest, most routine banking tasks like updating contact details or paying a bill online!
We decided to give the customers a taste of how absolutely effortless it all really was, through a series of banner ads on major travel, news, entertainment and finance portals. Taking into account the fact that gamification drives better response and interactivity, the banners invited the user to play a game with the promise of an exciting reward at the end. When the user clicks on ‘Play now’, to play the game, a surprise message pops up - ‘So much effort for a reward? At HSBC, things are different.’
The unique, off-beat approach of the banner ads made sure that it complimented the overall strategy and fulfilled the objectives perfectly. By grabbing the attention of the user, and then conveying the absolute ease of earning rewards with HSBC, the campaign successfully made sure that HSBC’s point of differentiation was communicated!
By the end of the campaign, HSBC was rewarded with a significant spike in CTR and the total number of leads captured.
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