HSBC takes new route to cut through print

Working with 141 and MindShare, the bank debuted its Platinum card in a marketplace already relatively crowded by similar products from competing institutions. Accordingly, HSBC opted for a less flashy approach than its peers, focusing less on the features and privileges that the card affords.

Print ads ran in The Straits Times and the Business Times and, in an interesting twist, the bank bought an extra 50,000 copies of the latter publication -- delivering them to key prospects throughout the island-state. 141 also developed a full range of brochures, POS materials and direct mail.

"Platinum's been around for a while (in the market). That's why we wanted to have a different approach," explained 141 Singapore managing director Peter Miller. "This is much more for the people attraced by an understated approach. We downplayed the features, and it was more about appealing to people who would appreciate a less flashy approach."

The credit card launch comes at the same time as the latest phase of a campaign to promote the bank's investment and insurance products. Developed by JWT and MindShare, the 'Are You Prepared' campaign saw the insertion of a 'measuring tape' belly band into the Today newspaper, targeting parents and young children with the tagline, 'Does your protection plan measure up?'

"The parent could detach the measuring tape, stick it to a wall, and use it to measure the child's height," said JWT account director Thomas Sutton. "Each time they used it, they were reminded that their child is growing up, and that their investments should keep pace with her."

The belly band leads to a more conventional print execution inside the newspaper, where the measuring tape height markings were replaced with various landmarks in the life cycle of a child. According to Sutton, the execution was borne of the insight that insurance and investment plans are rarely reviewed after being bought.