CLIENT
HSBC
Kevin Newman, EVP- Personal Financial Services
Kevin Martin, SVP- Head of Consumer Mktg.
Ken Smith, SVP- Affluent Segment
Carlos Alves, SVP- Advertising and Sponsorships
Nicole Rousseau, AVP- Segment Mktg. Comm. Specialist
Alexis Kim, FVP- Sub-Segment Mktg. Specialist
AGENCY
Diana Epstein, Dir.-in-Charge
William Charnock, Planning Dir.
Jennifer Bloom, Account Dir.
Walt Connelly, Creative Dir.
Peter Seterdahl, Copywriter
Damian Totman, Art Dir.
RMG Connect
Mindshare
SUMMARY
HSBC needed to double deposits from a target audience that every competitor was wooing. By appealing to a mindset, rather than a bank balance, the strategic idea of banking without boundaries redefined HSBC's Premier. An understanding of the "Cosmocrat" mindset and his or her resistance to advertising took the creative away from the generic golf courses and paneled offices to communications that were both engaging and aspirational. The results: the best two months of deposits in the Premier's history and more than double the deposit goals from fewer, more valuable customers.
