A card for islanders
Putting together a campaign during a global pandemic comes with challenges.
Following the success of the Purchase Plus Credit Card in the UK, this creative launched the card to the CIIOM (Channel Island and Isle of Man) market for the first time to Mass and Advance existing and prospecting customers, leveraging existing comms but bringing in localisation to resonate with HSBC’s Channel Island and Isle of Man customers.
HSBC boasts four cards in their portfolio, the latest card, the HSBC Purchase Plus Credit Card allows customers to buy today, and pay back over 18 months, without interest. This key feature led our copywriters and creative team to the core messaging of ‘Islanders, you no longer have to wait.’ The Purchase Plus Credit Card offers freedom, flexibility and time. Freedom to buy today and flexibility to pay back at your leisure.
It was important to us that the imagery reflected Island life and with the current effects of Covid-19 we wanted to be sensitive yet relevant. The image of a father and son duo surfing was understanding of the current climate as well as reflective of how islanders have been spending their time during lockdown.
Banners were created for the product landing page on the public website, and for existing customers email comms. In-branch, posters were designed to hang in the windows and prompt cards and tent cards were created for point of sale.
The campaign was executed across the CIIOM market above the line, rolling-out across GDN, Paid Search, Gmail advertising, and Out of Home, with multiple targeted formats across Instagram and Facebook.
This new product launch further enables HSBC to help their customers continue to thrive. Even when the world is in stand still, HSBC are right with you, growing their card portfolio to meet your credit needs.