The I-COM Data Creativity Awards acknowledge the most creative people and companies in achieving business value and competitive advantage for their clients by leveraging value from data.
PHD US won the Location Based category for ‘Welcome to HSBC, USA’. The I-COM Awards cover 10 categories including Data Visualisation, Programmatic, Social Media, Behavioural Science and CRM.
Brief summary of PHD’s winning ‘Welcome to HSBC, USA’ campaign
HSBC sought to demystify the US banking experience for consumers who were planning to move or have moved to the US recently by creating an educational tool that positioned HSBC bankers as a resource to ease their transition. HSBC reached out to a targeted, international consumer pool through location data, building cross-border relationships and helping new arrivals to start their financial lives in the US.
The campaign increased awareness of HSBC US in target countries, resulting in increased average weekly site visits to the HSBC US site from these countries (+118%) during the campaign.
HSBC drove higher traffic to the custom hub and stronger engagement when compared to a similar campaign that BBC undertook with a different advertiser.
- HSBC had a Bounce Rate of 42.4% vs. 92.28%
- HSBC had an Average Dwell Time 1.03 minutes vs. 54 seconds
- HSBC had total page views of 755,133 vs. 612,275