Emotional appeal to parents in HSBC ads

The new HSBC Insurance and Investments campaign is the latest phase of the 'What If' platform, and sees retainer agencies JWT and MindShare create a life-sized replica of a classroom atop Clear Channel's flagship bus shelter in the heart of Singapore's shopping district. The initiative also includes print executions, bus advertising and a TVC, all of which target the parents of young children. According to JWT regional management director Aparna Guruprasad, the campaign is built on the key insight that existing financial plans may not match reality, and should not act to hold back a child's potential. "For parents, one of the key priorities is to ensure that they can provide for a good education for their children," said Guruprasad. "While most parents plan for the short-term, often long-term education plans are neglected -- very often due to lack of awareness on the rising cost of education. This campaign aims to bring home the reality that if parents don't put plans in place today, lack of funds could stifle their child's potential." Accordingly, the bus shelter displays the tagline, 'What if your child's potential exceeds your expectations', in order to encourage parents to start planning for their child's education before the burden of saving becomes too great. "The campaign builds on the insight that all parents would want to have enough funds to fulfill the potential and talents of their children. However, with the rising costs of education and living, it is imperative more than ever to plan for the future," said HSBC Singapore's newly-appointed head of marketing, Audrey Wong. "HSBC understands these needs and developed this campaign to raise the awareness. To help meet these needs, we offer a comprehensive range of customised solutions like ChildEnrich -- a savings plan designed specifically to prepare for children's education." According to JWT, the decision to use TV for this phase of the campaign lay in the medium's ability to create an "emotive platform which resonates at a deeper, more heartfelt level with parents". The TVC depicts the parents of a high-achiever before asking, 'What if your child's potential exceeds your funds?'. The campaign is running on terrestrial and cable TV channels, national newspapers, buses and the bus shelter. A range of collateral communication materials has also rolled out.