HSBC Commercial Banking: Turning an offline banking giant into a major player in online lead generation

HSBC CMB, the business bank, pivoted from a traditional banking giant into a major player in online lead generation in the SME market in Singapore.

Campaign details

Brand: HSBC Commercial BankingBrand owner: HSBCLead agency: MullenLowe Group SingaporeContributing agencies: PHD Media, The Editor GroupMarket: SingaporeIndustries: BanksMedia channels: Content marketing, Newspapers, Online display, Online video, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

In 2018, HSBC CMB Singapore had come out of a period of de-risking and was given an ambitious growth target to increase its share of the SME market from 10% to 15% by 2021. The marketing team had to rediscover their voice in the market and were...

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