Case Study: HSBC achieves stronger family-focused card engagement with Wunderman Thompson

HSBC - Customer Case Study

HSBC faced intense competition in the Singapore credit card market, where communication was largely transactional and focused on cash rebates. The challenge for the customer was to move away from this and connect with families by positioning the HSBC Visa Platinum Card with a more distinctive and meaningful reward. The vendor, Wunderman Thompson, was engaged to address this.

The solution from Wunderman Thompson was to reframe the card's value around the reward of quality family time. They executed a campaign featuring a social experiment film that leveraged children's voices to spark a heartfelt discussion with parents. This approach successfully translated cash rebates into an emotional benefit. The results were significant, including a 45% year-over-year increase in card sign-ups, 6.5 times more website landings, and HSBC scoring number one on the Customer Recommendation Index for the first time.

HSBC