We needed to persuade our target audience to move their money from a traditional, branch-based savings account into an HSBC Direct online savings account. This was no small feat, since we were facing a brand and category switch— consumers needed to understand the virtue of online savings against the shortcomings of their traditional savings.
With that, we put our our campaign "Spokespig" to work in a big, fat way. We launched an integrated national campaign and with Chicago as a key market, we took over local media with targeted messaging placements.
Our campaign brought in 97,285 new customers – 14% over goal and generated $3.1 billion dollars in deposits – 13% over goal.