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.
We produced a music-focused cross-channel campaign, aiming to encourage young people in the UK about to start higher education or training to have the confidence to take on every opportunity available to them, so they can reach their full potential and have no regrets later on in life.
To bring this idea to life, we created a music video featuring award winning grime artist Lady Leshurr, and featuring real students and apprentices experiencing their #ZEROREGRETS moments by pursuing their passions and the moments that would help shape their future.
This campaign really pushed the boundaries for HSBC. It was the first time the bank created a music video and the whole campaign was shot in vertical to be social first - a relatively new technique in the music video world.
- 27 second average view on Snapchat
- +17% YoY in student account applications
- 53m impressions