GOLD

Client: HSBC

Campaign: RRSP 2000 Campaign

Agency: Bryant, Fulton & Shee

Creative Directors: Lisa Francilia and Dan Scherk

Copywriter: John Freisen

Art Director: David Jung

With a new name, a budget that was significantly less than that of other Canadian financial institutions and low brand awareness, HSBC had to do something different in order to target the most sought-after segment of the financial services market – high net worth, educated, savvy investors – during the most cluttered RRSP period.

Fully aware of the current craze for online investing, the agency recommended a teaser campaign promoting a fictional dot-com, www.invest-the-world.com, to spark investor interest. Through print, outdoor, online banner ads, newspaper wraps, Post-it notes and, naturally, direct mail, the company caught the attention of a group that prides itself on knowing investment brands. The creative was to appeal to the investors’ fear of missing out on a great investment opportunity.

The direct marketing component of the campaign saw material sent to 95,400 individuals culled from the HSBC customer database. The mailing directed investors to the site, which outlined HSBC’s RRSP product offers. Potential investors were further courted with the chance to win a free trip for two anywhere in the world HSBC mutual funds were managed.

During the campaign, the bank boasted tremendous growth in new clients, and enjoyed an unprecedented number of clients opening up new investment accounts in one of the worst RRSP seasons in more than a decade.

SILVER

E*Trade Canada for its acquisition campaign, developed by Grey Worldwide – Toronto.

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