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We make it a point to understand who your target customers are, and most importantly, what you want your website design to help you do.
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Search Engine Marketing / Search Engine Optimisation.
HSBC's online Investment Pursuit lures record 6,000 entries in 3 short weeks!
Objective
- Educate target segment of young working professionals of the importance of starting to invest early for their future
- Generate qualified leads through the microsite for account acquisition
Campaign Strategy / Mechanics
To create excitement, an online game was devised which posed 6 "challenging" questions testing the target audience's "presumed" knowledge on wealth planning considerations like time, inflation, risk appetite and investment products.
The game was developed in flash with questions presented in a highly interactive manner. For example, one question had prospects "stacking" Time Deposits, Unit Trusts, Bonds and Equities according to their risk and return characteristics.
Another question had prospects dragging and dropping sacks of cash into a calendar to determine the earnings potential of a regular savings plan over a lump sum investment.
Prospects answers are graded on the spot and correct answers are displayed instantly with explanations of the wealth management scenario provided.
At the end of the game tally, it was found that 60% of all "unique" participants had answered all questions correctly. This reinforced the Bank's belief of the vast potential of this marketable segment.
"At HSBC, we continually push the envelope to deliver innovative and compelling propositions to our clients. We work with our partners to ensure that we achieve measurable business results with each campaign. We are thrilled with the response to Investment Pursuit and look forward to bringing more of these "challenges" to our customers" said Wendy Lim, Head of Country Marketing, HSBC Singapore.
