HSBc DM
THE NEWSPAPER FROM THE FUTURE
What would you think if your daily paper arrived with the date 2027 on it? You'd be intrigued, right? You'd take a look. And it might make you think about something you'd been pushing to the back of your mind ... your retirement.
The Newspaper From the Future was designed to engage customers aged 45-65. Working side by side with The Times' editorial team, I created amazing content, hilarious fake ads and real ads that picked up on the issues raised in the paper.
The results were 3.63%, an uplift of 54% against the control with the most affluent segment performing best. 1716 reviews were booked, at a value to the bank of £262 each. ROI was 6.6 to 1. Proof that a strong, well crafted idea is always news.
MCCA Best Awards 2008 Gold WINNER New York Festival Awards 2008 Finalist DMA 2008 Finalist
From shocking flat conversions to medical wonders, our spoof ads raised a few issues. Click on the spread for a better view.
WHAT WILL THE FUTURE COST?
The follow up to the 'Newspaper From the Future' was a receipt for a weekly shop from 2027. My receipt gave a fascinating insight into the world of tomorrow. The take home message however was simple: guard against inflation with a solid HSBC pension.
Awards
New York Festival Awards 2008 – Finalist
THE LOANS WITH A HAPPY ENDING?
With a percentage of your interest back
when you've paid it off, this is the loan with the happy ending.
Using the language of fairytales and a brilliant illustrator, I wove some some magic around a dull offer.
The concept was taken through to every line of copy. I presented the dull reasons you might need a loan as all kinds of magical adventures... even the legals fell under my spell.
This pack's response rate of over 7%
was the highest in the bank's history...
it probably still is.
GIVING HOME INSURANCE A MAKE OVER
Home insurance is like wallpaper – just part of the background. So you might not notice when something better comes along.
I printed my mailer on real wallpaper stock and resurrected an ugly, 1960s design. Playful copy suggested it was time for an update. As a result, 4% of the bank's customers decided it was time to ditch their ugly old cover.
HINDSIGHT, IT'S A WONDERFUL THING
Don't look back and regret not saving. This letter reads best backwards to make a point about hindsight.
PUTTING THE CUSTOMER FIRST
In the style of a deli ticket I invited HSBC Premier customers to be first in line to see the new look of their premier accounts.
HOW TO CATCH THE BEST INVESTMENT
This DM pack accompanied the HSBC World Selection Cormorant TV campaign.
The idea was to highlight the bank's network of local experts, as exemplified by a fisherman and his bird in the TV ad.
To extend this idea, I created a fishing wall chart showing how local fishing experts around the world get the best returns. The other side gave you all the details on HSBC World Selection.
IT'S AMAZING WHAT YOU CAN DO IN HALF AN HOUR
Some people are too busy to think about their future.
The mailer illustrated how much could be achieved in a half hour meeting.
As the letter was opened, the time literally flew by, thanks to some clever paper engineering.
IT'S GETTING EMOTIONAL
To get people to appreciate the true value of their account, I turned each added extra of HSBC Advance into an emotion. Some account features prevented negative emotions ... others fostered positive ones.
After all, it’s not money I value but what it allows me to have. I don’t want a mortgage – I want to feel happy and secure at night. I don’t want a loan, I want a thrilling new car.
THE END IS NIGH
This DM launch positioned HSBC MasterCard PayPass wireless payment card technology as the death knell for cash.
I created extinct animals out of notes, coins and money clips to show that money would soon go the way of the dodo.
LET US BRING YOU SOME HAPPINESS
Looking like a Chinese invitation and bearing the symbol for double happiness, this DM pack invited you to come and plan your future with one of our experts. Financial happiness guaranteed.
