Category: Financial Products & Services
Advertiser: HSBC
Product/Service: HSBC
Agency: JWT BRAZIL
Executive Creative Director/Creative Director: Roberto Fernandez (JWT)
Executive Creative Director/Creative Director: Ricardo John (JWT)
Copywriter: Bruno Dias (JWT)
Art Director: Daniel Manzi (JWT)
Art Director: Lucas Aguiar (JWT)
Art Buyer: Renata Sayão/Fafá Oliveira (JWT)
Photographer: Régis Fernandez (JWT)
Photographer: Max Schendel
Illustration: Mono 3d (Mono 3d)
Account Manager: Fernanda Antonelli (JWT)
Account Manager: José Lopes (JWT)
Planner: Fernand Alphen (JWT)
Graphic Producer: Flávio Schaefer (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Other Credits: Claudia Cardoso/Fafa Oliveira/Felipe Madureira/Marcio Alves/Paulo César (JWT)
Speaker: Liquo (Liquo)
Sound Producer: S De Samba (S De Samba)
Media placement: Ambient - Parking Lot - 14 April 2012
Insights, Strategy & the Idea
Everyone needs a bank. Especially in a changing world where countries are emerging, where there are investments opportunities in every corner and money is exchanging hands. HSBC wanted to make sure people see it as a major player in this new era and show that it's a great partner when talking about local businesses becoming multinational enterprises. So we needed to be where consumers are: shopping malls, business centres and local markets. The idea was to reach people at the precise moment where the consumption cycle starts. And, in São Paulo, we all know that everyone needs to drive just about anywhere to consume anything. That's why we thought about parking lots.
Creative Execution
The solution was to use the parking ticket as a media. And the brief was clear about what is changing in the world: emerging markets and money exchanging hands. With that in mind, we came up with the idea of making the parking ticket look like money bills from important emerging countries in the world: India, Brazil, Russia and China. Just like an ATM, people felt they were withdrawing money as if they were making money in another market. A great way to spread the message.
Results and Effectiveness
HSBC offices near the parking lots had a substantial increase of traffic. And mobile traffic to the website hsbc.com.br/nofuturo also increased, by approximately 9% in the period.