| 标题 | Pig |
| 广告公司 | J. Walter Thompson New York |
| 广告战役 | Pig |
| 广告主 | HSBC |
| 品牌 | HSBC Direct |
| 首次发布日期 | 2006 / 5 |
| 行业领域 | 银行与金融服务、投资、证券服务 |
| 剧情简介 | In 2005 HSBC created a new virtual on-line bank offering high value savings products direct to the consumer. In 2006, our goal is to generate $5 billion in net new deposits from new to bank customers. |
| 哲学 | The pig motif keeps things simple and friendly. On-line advertising, search, and direct mail messaging is segmented by prospective customer types it directs prospects to landing pages also differentiated by messaging. |
| 问题 | Consumers have two generic expectations of online products (1) convenience (2) providing a better value than they would be able to obtain off-line. In addition to rate, differentiators are security and easy access to funds at any time. |
| 结果 | By only September 2006, HSBC Direct has exceeded all of the annual business goals: $5.2 Billion new net deposits $102 cost per acquired customer $4.39 cost per $1000 deposited 83% new to bank customers |
| 媒体类别 | 平面 |
| 更多信息 | www.hsbcdirect.com |