HSBC takes Asia web offer to Brazil, Mexico

Central to the campaign for the privilege programme is a video advertising clip, made to look as if it is being shot by webcam. The clip purportedly shows real-time scenes of Bangkok's Grand Palace or Chao Praya River. After a few seconds, the view is obstructed to drive home the message that the Home & Away privilege programme, which provides a range of lifestyle benefits in about 40 markets, can deliver the full experience. Sticking close to the webcam feel, day and night views were shot and are adjusted to suit users in the different time zones, although only the time of day and temperature listing featured at the bottom of the video ad are in fact in real-time. Digital marketing shop eCrusade crafted creative, with mOne handling media planning and buying for the five-market campaign, which also broke in Hong Kong, Taiwan and Singapore on MSN. "We had a discussion with the client and found that travel to Asia is what (their target segment in Brazil and Mexico) most want but they don't have enough information," said eCrusade director Royce Lee. "That's why we created the webcam experience and placed special offers to highlight why foreigners should come to Asia." According to Winky Chan, director of advertising sales for Pixel Media, MSN's exclusive online adsales partner, video ads are not new, but the webcam-styled format is. "For video ads, a lot of brands usually just convert their TVC for online." The webcam execution marks the second phase in Home & Away's online push, which launched at mid-year and will run until year-end. HSBC deployed a variety of ad formats, including banners, on MSN on relevant channels such as its travel sites. The video ad runs as a skyscraper as the format was deemed less intrusive. "The reason we put this campaign online is because online as a medium attracts people wanting to experience more behind the scenes versus traditional media," said Eddie Ngan, mOne Hong Kong associate director. Ngan said the online medium also lent itself to a comprehensive listing of Home & Away's extensive privileges. Additionally, the webcam-format provides a platform to feature a variety of destinations in line with HSBC's changing promotions. The next webcam offer features Shanghai.