Banking and financial services face the tough situation of being, what is at times surmised as, a ‘boring’ category. The attempt in most cases is to highlight benefits, reiterate ease of service, talk schemes and eventually push a message of customers being a part of the family. However, HSBC and its creative agency J. Walter Thompson have gone an extra mile to do something special with the ‘First on 1st’ campaign.
Applying the concept of actions speaks louder than words, the ad picks up an everyday activity – exercising, and makes it special. The ad, that was filmed on January 1, 2016, picked up various exercising venues such as parks and beaches, wherein the first person to arrive is rewarded.
The rewards included headphones, bikes and surfboats. Inevitably the first people to arrive were joggers and early morning walkers. As soon as the first-comers picked up their awards, they were greeted with the message ‘The year of realizing your goals #StartsToday.’
The ad eventually ends capturing the ‘First on 1st’ winners going from being surprised to being inspired.
The ad has successfully taken up the concept of New Year resolutions, the tendency for people to make or break them and then layer it with its own form of support and gratification. Going on the streets to celebrate ‘First on 1st’ does appear to have gone in the brand’s favor too in forging a stronger brand with consumers.
Credits
Marketer: HSBC UAE
Agency: J. Walter Thompson Dubai
Chief Creative Operations Officer: Chafic Haddad
Managing Director: Sabry Mohammed
Creative Directors: Gautam Wadher/ Akhilesh Bagri
Agency Content Producer: Aly Seifelnasr
Designer: Mahesh Powar
Sr. Account Director: Nermine Barrada
Account Manager: Zeina Saab
Sr. Account Executive: Roula Hajjar
Account Executive: Nabil El Kourdy
Head of Print Production: Jaafar Atwi
Production House: Deja Vu