HSBC: The Boarding Call

HSBC, a bank, launched The Boarding Call, a series of original short plays, to promote the brand's role in creating an enriched life for HSBC Premier customers in India.

Marketing Objective

Establishing the importance of planning & living a richer life for HSBC Premier audiences & elevating the brand's role as an enabler.

Target Audience

  • The demographic definition of the HSBC Premier Consumer is all adults - between 30 & 45 years, NCCS a live in metros.
  • Their personality type is that of being modern, self-assured & wanting to live life to its fullest.
  • While Television, Digital & Outdoor are High Reach Mediums, digital and niche content consumption is high on affinity.
  • They believe in personalization & convenience and expect brands to curate experiences for them.

Situation Analysis

The...

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