Best Advertising Integrated Ad Campaign, Best Bank Integrated Ad Campaign

Overview:
In the fall of 2023, there was a lot of financial uncertainty for Canadians. This made a High Rate Savings account the perfect financial product. It was safe and secure during a lot of market volatility.
Recognising this, all of the Canadian banks, including HSBC Canada, were offering aggressive rates. Every bank was thinking the same way.
The business challenge became, how could HSBC Canada stand out? Especially among the International and Chinese Canadian audiences. How could they get their target to open a High Rate Savings Account with them instead of the other competing financial institutions?
While every bank implied they could “make your money work harder,” HSBC decided to show it, by bringing money to life and putting him to work!
Entry Description:
The campaign was led by 3 online videos that introduced our “Money” character and showed him working hard for Canadians.
We then supported through a large integrated campaign that included programmatic banners, paid and organic social media, radio, print, out-of-home and search.
Impact:
The campaign had a great impact and “Money” worked hard for HSBC Canada, including exceeding targets in key business metrics.
Here are some of the noteworthy results from the 2-and-a-half-month campaign run (October - December 2023):
209,165,424 Impressions – 52% above target.

13,100,000 Video Views.

323,601 Website Visits & 17% were repeat visitors.

Marketing Responses were 80% above business target.

New High Rate Savings Account openings were 22% above business target

and Balances were up 231% above business target.

Contributors:

Chief Creative Officers:	Ramal Bhamra & Zach Abraham
VP Client Services & Strategy:	Matt Diniz
Creative Director:	Yura Kabasin
Associate Creative Directors:	Devin Bowie & Bruno Vargas
Senior Art Director:	Kylie Avalon
Senior Copywriter:	Tal Tom
Production Artist:	Ryan Lavina
Account Director:	Alicia Poirier-Briant
Account Manager :	Julia Zadvorna
Clients:	Michelle Ching, Chris Lee, Jennifer Ayling and HSBC Wealth & Personal Banking Marketing Team

US COMMUNICATIONS

Location: Canada

About the Agency:

Us [pronounced: ˈʌs] A small independent agency from Toronto that’s full of surprises. Whether it’s the work, the office space, or the culture, we’ve always done things a bit differently.