HSBC UAE’s latest TVC entitled ‘The Wait’ promotes the bank’s new Cashback Credit Card.
The film, created by J. Walter Thompson Dubai replays unfortunate money situations the viewer can easily relate to, through the eyes of one main character. His struggles match to the film’s soundtrack, Shirley Bassey singing ‘This is my life’. Relief for the character comes towards the end of the film by way of his HSBC card which exemplifies the ‘Cashback Made Simple’ proposition.
Tapping into the insight that people are growing weary of information and processes overload, the card’s three key features of no minimum spend, automatic monthly cashback and cashback across categories, were captured in the film.
Within a few weeks of the launch, combined views on YouTube and Facebook were approx. 1.8 million. The campaign is run across social media video channels, cinema and outdoor, supported by BTL, OOH and print.
Credits:
Regional Head of Consumer Assets Marketing & Media: Ashish Mishra
Head of Marketing, UAE & MENA, RBWM Marketing: Ajay Keerthy
Agency: J. Water Thompson Dubai
Creative Director: Gautam Wadher
Creative Director: Akhilesh Bagri
Senior Producer: Aly Seifelnasr
Director: Mark Middlewick
Production House and Post: Magnet
Business Director: Nermine Barrada
Account Manager: Namal Siddiqui
Planning Director: Helina Asefa
