The creative, by JWT Singapore, showcases the key features of HSBC's loan scheme through a simulated in-flight safety manual with the copy reading, 'Take off for free with HSBC home loans'. The campaign also highlights an added incentive for signing up -- free holidays for new loans, with the destination and length of the trip dependent on the loan size.
The campaign also includes outdoor signage at Changi Airport, as well as a 'seat belt' bellyband which ran in the Straits Times. The ads highlight added benefits of the scheme, such as competitive interest rates, no penalty for early redemption, high legal fee subsidy and 24-hour emergency home assistance.
"The challenge was to deve- lop a campaign that married the overall concept for HSBC home loans with the holiday getaway," said Aparna Guru-prasad, JWT's regional management director, "while allowing us the flexibility to put forth the features against the appropriate visuals."