HSBC Bank (Singapore) Limited

Pearline Soh / SVP/ Marketing/ Retail Banking & Wealth Management / HSBC
Cheryl Ko / VP/ Marketing/ Retail Banking & Wealth Management / HSBC
Jiunn Cho / AVP/ Marketing/ Retail Banking & Wealth Management / HSBC

J. Walter Thompson Singapore *Lead Agency

Rachel Xu/Creative Director/J. Walter Thompson Singapore
Alan Leong/Creative Director/J. Walter Thompson Singapore
Yijun Yeow/Senior Account Manager/J. Walter Thompson Singapore
Joyce Arriola/Copywriter/J. Walter Thompson Singapore
Grace Gumala/Art Director/J. Walter Thompson Singapore
Matthew Ho/Copywriter/J. Water Thompson Singapore
Liam Annis/Creative Technologist/J. Water Thompson Singapore

In a saturated credit card market, HSBC’s challenge was to cut through the clutter by striking a resonant chord with the targeted audience. Our strategy revolved around championing personalisation through an engaging digital experience, and exploring a fresh medium that talks to customers’ emotions: music. “Choose what you love” leverages a quiz and real-time data to create 16,000 permutations, a truly unique music video that reveals the perfect card for each user. The campaign, deployed across multiple platforms for three months, over performed the target with +63% in application.