Objective
The client wanted a microsite to create buzz around the new 0% interest rate spread offer on an HSBC Home Loan (home mortgage), an outstanding deal in the market. The interest rate for this loan has 0% markup over the wholesale interest rates traded between banks (Singapore Inter-Bank Overnight Rates or SIBOR).
Summary of campaign
The clincher for this campaign was the substantial savings that one could enjoy, compared to a similar loan from other banks based on typical industry interest rates.
Hence, the microsite’s core focus is on the savings aspects of this campaign by introducing three characters representing various segments of the target audience
- A family looking to refinance their current home loan,
- A newlywed couple looking for a loan for their home and a holistic suite of financial services, and
- A single working professional buying his first home
Rolling over each character brings up an animated calculator interface that shows a real, tangible amount of savings with the 0% interest offer based on a loan amount and tenor.
Users can compute their own savings by entering the following amounts into the online loan calculator
- Total loan amount,
- Tenor,
- Current home loan interest rate with another bank
The campaign adopted a customer-centric tone, providing information in a way that is relevant to the user, explaining the "What", "Why" and "How", of the campaign. To further push the benefits of the product, we also created a "Top 10 reasons" list for how this package benefits the user.
Campaign results
The campaign microsite received an average of 600 unique visitors every day during the 2 weeks after launch. Total leads received exceeded by > 60% compared to non-campaign period.
Said a spokesperson for HSBC: "Together with 8RewardsRoad’s creative capabilities, we successfully engaged our target audience and went beyond just lead generation to actual sales."
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