According to Nielsen//NetRatings, the Sars outbreak led consumers to spend more time online, with many preferring to stay away from crowded areas by shopping and banking on the web.
HSBC launched a remote banking services campaign in response to changing consumer behaviour, providing information and promoting the usage of its alternative channels - online banking and phone banking services.
The bank used DoubleClick's DART for Advertisers (DFA) ad management system - which allows agencies and marketers to manage online advertising - to launch a two-week campaign across major portals in Hong Kong. The campaign used 30 creatives rotating in more than 30 placements.
Michael Zung, managing director for Greater China at DoubleClick, said the campaign reached more than one million unique users, representing more than 50 per cent of Hong Kong's online population. On average, each user saw the ad 10 times. The campaign recorded a click rate per user of more than one per cent. Zung said: "The results are partly due to the timeline as there was already awareness of online services (due to Sars). It was top of mind."
Lucinda Sung, senior channel marketing and communications manager, personal financial services, HSBC, said the results showed the importance of taking a customer-centric approach.