Although HSBC’s personal loan has highly competitive and attractive interest rates compared to other banks, the communication approach within its Retail guidelines is to connect the consumers with the emotional benefits of the product first before going into the details of the tactical mechanics. Whereas, other banks communicate through tactical approaches which have made their products seem to be more attractive.
Even Married Singaporeans between 28 to 35 years old take loans for various reasons:
- A well deserved holiday with family
- For self enrichment courses
- To upgrade their homes
- Investments & businesses
To increase awareness & consideration for HSBC’s personal loan. The campaign’s materials have to communicate its benefits and to think that HSBC has one of the lowest and most competitive interest rates on personal loans.
We created a ATL awareness campaign that focused on a tactical approach that communicates your goals can be achieved with HSBC’s personal loan and it rewards you with greater returns.
Agency: JWT SIngapore
Creative Director: Jac Rodrigo
Art Director: Wilson Foong
Copywriter: Jasmine Tan