Strategy

HSBC 2009 new branch opening campaign

HSBC Bank USA, an American subsidiary of UK-based HSBC Holdings PLC, was opening four new branches in the San Francisco area in October – November 2009. Challenged to target audience with precision and to drive direct foot traffic to the new branches, the marketing team was looking for most efficient and effective media solutions.

We identified the specific zip codes in area of a 20-mile radius, and investigated demographics, consumption habits and media habits of the target population who was most likely the first generation and second generation of abundant Asian Americans with over $50,000 average annual household income and 1-2 cars at home. We recommended utilizing a combination of out-of-home units, zip-code-targeted mailer and precise search & display ads to reach campaign goals. Besides the existing units, we creatively explored new media opportunities with strong geo-targeting capability, such as bus stop units, bus wraps, and even vehicle installations for walking areas in the target locations. The campaign attracted 2000+ daily walk-in in the branch opening week and helped the HSBC communication team explore new marketing/media channels.

 

More About My Credentials
Client:

HSBC

Industry:

Banking, financial services

Project Duration:

September - November 2009

My Role:

Research, analysis, media strategy