HSBC had ambitious targets in terms of bringing new customers in, and this year had become a category first when they became the first high street bank to offer its Student Account to both university students and higher level apprentices. We needed to raise awareness of this differentiator, and attract new young people to sign up with HSBC's Student Account.
Students are often attracted to the bank with the shiniest offers. As a consequence, they opt for the package that saves them the most money or offers them the greatest ease, such as their existing bank or their parent’s bank. However, this shortsightedness inhibits them from considering how a given account or bank can enhance their personal growth.